PR Tips | The Secret to Relevance? Content and Specialization

PR Tips | The Secret to Relevance? Content and Specialization


As regular readers know, I moonlight as a wine blogger. When not cranking away at Keybridge, I’m running Terroirist.com, one of the world’s most popular wine blogs. (It was recently named the “Best Overall Wine Blog” at the 2013 Wine Blog Awards.)

As one might guess, I’m frequently asked how to build a successful blog. The answer is actually rather simple — and translates into all today’s public relations efforts.

First, consider the recent wisdom of Gary Vaynerchuk, who might be the “Hardest Working Man in Social Media.” In a recent conversation with Dorie Clark of Forbes, Vaynerchuk stated that “content is the cost of entry to relevance in today’s society.

He’s correct. Regardless of whether you’re a politician, celebrity, policy expert, or local auto mechanic, you need to constantly engage with your target audience by generating content.

That might mean daily blog posts. It might include videos and podcasts. It definitely means constant banter and interaction on Twitter and Facebook. At Keybridge, we’re big believers in the power of op-eds. And we see a tremendous value in regular conversations with reporters and editors.

One should always be looking for opportunities to promote his personal brand, because these days, you can’t fashion yourself a “thought leader” if you’re only chiming in every month or so.

Second, capitalize on what makes you unique.

In the wine world, we’re still looking for a go-to resource on Beaujolais, sweet wines, Michigan Riesling, and so much more. The policy world is desperate for someone who can explain monetary policy in English. The whole world would be thoroughly entertained by someone who reviewed fast food chains as if they were Michelin-starred restaurants.

The list goes on — there’s an infinite number of topics just waiting for a breakthrough commentator. And there’s still plenty of room for generalists, so long as one has a strong voice and is offering a unique perspective.

So there you have it. So long as you’re willing to generate lots of content and you’re doing something special, you can be astonishingly relevant.

David White