As much as content marketing changes the PR landscape, much still stays the same. The goal of PR is still to 1) Gain awareness, 2) Establish thought leadership, 3) Build a relevant and loyal community or brand ambassadors, 4) Recruit new customers. Content Marketing is just changing the vehicle in which you tackle those goals.
PR practitioners had to quickly adapt their strategy to the fast-changing industry. They had to shift their objectives from “find a hook and email as many journalists to write about their clients as possible” to “find where their audience is, build meaningful relationships with them, prove value with relevant and interesting content, then pretty much deliver it to their doorstep.”
Read more from the source: The Next Web