media update’s David Jenkin asked him about what creating great content entails, and how Tribeca Public Relations is putting it to work.

Please give us a quick overview of the sort of content Tribeca is focusing on developing?

Tribeca has a diverse spread of corporate, consumer, and tech clients with a wide range of written content requirements throughout the year. As the content requirements change over time, especially in a quickly evolving technological landscape, we keep our focus on the simple core principles of developing content, rather than focusing on the content categories.

The most important quality we strive to produce in any piece of written content is its ability to yield real, measurable business results for our clients. This means that our work should be targeted at the right audience; and cover topics that are most relevant to that audience.

I also love that the content that we produce is part of a broader strategy, rather than just content for its own sake – and that we work as part of a broader team rather than in isolation. 

You have a background in journalism and public relations, it sounds like a good blend – what skills are the most highly prized for this kind of content development?

Competence in writing and research ability are obviously the most central ‘hard’ skills, but even more important than the skill is to have the passion for writing.

Certain pieces can be challenging and, sometimes, frustrating, especially when dealing with multiple stakeholders in a single piece of content. So, I’ve learned that patience, focus, and the willingness to learn become equally important.

My public relations experience provides an understanding of the process of identifying stakeholders and developing strategies to engage effectively with them for maximum business impact.

Is specialisation within a specific vertical a requirement, or is there an advantage to being a jack of all (content) trades?

There are definitely advantages to possessing in-depth knowledge of the topic covered, especially in a niche agency which specialises in a particular sector, although Tribeca’s varied client base means that we get to enjoy a variety of topics, rather than being focused in one vertical.

Even when dealing with a broad spectrum of clients, though, it is natural that a special interest or skill in a particular field of knowledge is developed.

Still, being able to quickly delve into any topic at the drop of a hat is a basic requirement of any communications worker.

Broadly speaking, what fundamentals of journalism still hold sway in the work you’re doing now?

The fundamental principles that determine news value remain constant, whether writing for a PR client or as part of a mass media organisation. The qualities of prominence, relevance, interest, conflict, and entertainment value need to be harnessed as much as in any piece mass media content.

As much as the media, brands can successfully produce content that is critical of individuals or institutions, provided that the criticism does not inadvertently harm the business, but rather enhances its image in the minds of the people they want to talk to.

On a personal level, what do you most enjoy writing about? What inspires you?

On a professional level, I enjoy writing about anything business-related. I particularly gravitate towards macro-economic issues, technology and, more recently, investment management.

On a personal level, I spend my free time writing short stories and other works of fiction as a creative outlet and practice. I’d also really like to get back into blogging more regularly. I’m generally inspired by African stories of triumph and innovation.

For more information, visit www.tribecapr.co.za.

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Interested in the skills required for a career in public relations? Read more in our article, PR graduates should be taught to think, react, and problem solve.