Last week, I attended a panel presentation put on by Chicago’s PRSA (Public Relations Society of America) Young Professionals Network. The panel’s title, “Storytelling through Multimedia Content,” immediately caught my attention. Whether you’re agency or in-house, all public relations and communications professionals share the expectation to deliver fresh and relevant multimedia content to engage consumers in new ways. To get diverse perspective on the matter, PRSA consulted four Chicago professionals: Sarah Gitersonke, executive producer at AKA Media Inc.; Prash Sabharwal, digital manager at Golin; Lisa Trafficanta, vice president at Res Publica Group; and Geoffrey Frankel, senior vice president at Edelman.
As I close the book on my Public Relations Writing course, I wanted to take a moment to share my key takeaways with my fellow communicators. To put it simply, our job is to create and deliver newsworthy content. While messaging and audiences will vary from role to role, all communications professionals must know how to craft a newsworthy story and how to effectively deliver stories to target audiences. Let’s take a closer look at what this means.