Today, businesses can no longer just focus on increasing their visibility; they must also convert that visibility into tangible results. In this regard, combining public relations (PR) with content marketing has become a winning strategy.

PR gets people talking about you, while content marketing encourages them to follow you, discover you, and ultimately choose you. One doesn’t replace the other: together, they multiply your impact.

Public Relations and Content Marketing: Two Complementary Levers

Public relations involve building and maintaining a positive image of your business with external stakeholders: journalists, influencers, specialized media, partners, etc. It’s a great tool for establishing credibility, generating awareness, and reaching a broad audience without necessarily investing heavily in advertising.

Content marketing, on the other hand, aims to create and distribute relevant and valuable content—blogs, newsletters, videos, case studies, etc.—to attract, educate, and retain your target audience on your own platforms.

Where PR creates the initial touchpoint, content marketing keeps the conversation going. Together, they create a coherent and seamless journey, from discovery to conversion.

Think Like a Media: Journalists Are Your First Audience

A great press release doesn’t just talk about your brand—it tells a story that resonates with the audience of the media. Learn to think like a journalist. What are they looking for? A current topic? A standout statistic? An exclusive testimonial? Offer them a clear, relevant, and supported angle. Be a resource, not a disguised advertisement.

The stronger your content, the more likely it is to be picked up… and the more opportunities you have to drive qualified traffic to your platforms.

Understand the Audiences of the Media You Work With

A message won’t resonate the same way in a business newspaper, a lifestyle blog, or a community radio station. Before approaching a media, take the time to analyze:

• Its audience: professional, local, young, engaged?
• Its tone: serious, accessible, humorous?
• Its preferred formats: interviews, columns, special reports, videos?

Tailor your approach to these parameters to maximize your impact. A good alignment between your message and the media’s audience ensures a more effective—and better-received—message.

Provide Content That’s Shareable—and Extendable

PR’s role doesn’t stop once your name is out there. Once you have that attention, capitalize on it. How? By providing additional resources on your channels:

• A landing page with more details
• A blog post that dives deeper into the subject
• A special newsletter to capture new visitors
• An eBook or downloadable offer to generate leads

The content created as part of your PR efforts can also be repurposed: in snippets on social media, as video clips, or in your sales presentations.

Measure Your Performance for Better Optimization

Like any strategy, a PR + content marketing campaign needs to be managed with precise metrics:

• Media visibility (number of publications, estimated reach)
• Traffic generated to your website or social medi
• Conversion rate (form submissions, calls, sales)
• Engagement with the content (clicks, shares, comments)

These metrics will help you identify the most effective actions, the messages that truly resonate, and the formats to prioritize.

Concrete Example: MARPHYL

To illustrate the impact of a strategy combining public relations and content marketing, let’s take the example of MARPHYL, one of our clients at Pacific Québec.The actions taken significantly increased the brand’s visibility across key media outlets such as Radio-Canada, Nanaimo Magazine, Canada’s Podcast, and Medium, as well as securing a filming opportunity for the show “Dans l’œil du dragon” (the Canadian version of Dragon’s Den).
This exposure considerably boosted MARPHYL’s brand awareness in Canada, while driving qualified traffic to their website and supporting their digital marketing efforts.

Why Choose Pacific Québec?

At Pacific Québec, we provide flexible, 360° support, tailored to the realities of businesses here—whether it’s for a one-time project or a long-term strategy.
Our flexible packages allow you to combine PR and content marketing based on your goals, stage of growth, and budget.  Whether you’re a startup, a small business, or an established brand, we’re here to help you gain visibility, credibility, and concrete results.