Collaboration is critical to effective content generation.

Today content is one the hottest currencies, no matter its form.  Organisations now communicate with their audiences through a multitude of channels.  This need has dramatically changed the role of public relations.  As PR practitioners we cannot just write a press release and push information out – we now need to become publishers, social media aggregators, content creators, writers, influencers, vloggers, bloggers, videographers, broadcasters, etc.

From inception, The Press Office has been positioned as an off-centre PR agency.  In that, we understand how our environment has changed and that we needed to offer clients a service that is centred on crafting quality content that is both newsworthy and dynamic.

The basics of knowing who your client’s target market is and pairing it with appropriate media channels and building relationships with key journalists and editors cannot be overstated.   However, there is now a continual process of generating content, which for many organisations is quite frankly exhausting.  Because for content to be effective it needs to increase thought leadership, brand awareness, customer loyalty, sales lead generation, and most importantly it needs to resonate with the organisations target audiences, thus creating real engagement.

However one of the most important lessons we have learned is that content cannot be developed in isolation, it requires collaboration. As a PR agency, we understand that success lies in working closely with our client’s marketing, advertising and business development teams – sharing the client’s vision and collaborating on the strategic messages.

In the past, and I am sure in some instances is still the case today, the PR, marketing, advertising and sales teams worked in silo’s rarely engaging even at a strategic level.  But this approach often creates confusion, especially in regards to messaging and how effective one’s outcomes are.

It is for this reason that The Press Office decided our approach would always be collaborative because this is how we achieve success for our clients.  We are also remained true to our roots, by being a dynamic little team with a broad range of expertise.

To find out more about the dynamic, innovative and creative Press Office team visit us at