GoT ConTenT mARkeTinG? You need Some PR wiTh ThAT Consider: America has nearly five PR people for every reporter, twice as many as a decade ago. That means competition for reporters’ attention is fiercer than ever. t also means PR teams need opportunity to get around the PR to be lucky as well as savvy problem while increasing returns iand creative to get coverage, from your content marketing especially absent major news. investment. At the same time, the tilting PR-to- Provocative = pitchable journalist ratio reflects a dwindling To realize this value, content number of journalism jobs, and marketing and PR teams need more publications than ever rely to work together to identify on contributed articles to fill their content that’s provocative, deep or news holes. As citizens and former newsworthy enough to be pitchable: journalists, this makes Thinkshifters it takes an extra level of skill, sad. As communications consultants, creativity and collaboration to get we have to say: this presents an thinkshiftcom.com | Content marketing manifesto | 12