Dec 11, 2023 / by Mary Lorenz

It’s no secret that the world of public relations and corporate communications is fast-moving, ever-changing, and highly competitive. With the C-suite relying more on the counsel of their PR and communications teams (according to joint research from Cision and PRWeek), there is more pressure to build credibility, track business-critical news, and stay up to date on industry trends. 

One often overlooked, but immensely valuable resource in achieving these goals is access to premium content – that is, paywalled, hard-to-access content that basic media monitoring efforts might not uncover, such as content from The Wall Street Journal or The New York Times. Making premium content a part of your strategy goes deeper than tracking headlines and news updates; however, it provides in-depth analysis, exclusive insights, and expert opinions that can add depth and substance to your PR efforts.

 As you consider new ways to elevate your existing efforts, consider the many benefits and opportunities that access to premium content can unlock for your team.

The Value of Premium Content

Here are five ways PR and comms professionals can take advantage of premium content: 

  1. Building Credibility and Authority: Access to premium content enables PR and comms professionals to leverage the expertise and reputation of trusted publications. When your campaigns are backed by well-researched articles from authoritative sources, you instantly gain credibility in the eyes of clients, journalists, and stakeholders.
  2. Informed Decision-Making: Effective PR and comms strategies are rooted in a deep understanding of the industry landscape. Premium content helps industry professionals stay updated on the latest trends, market shifts, and emerging issues. By making data-driven decisions based on information from these sources, your campaigns become more strategic and responsive to changing dynamics.
  3. Crafting Compelling Pitches: Premium content serves as a goldmine of data, statistics, and case studies that can be woven into your pitches to make them more persuasive. Drawing on premium sources, you can back your pitches with solid evidence and unique perspectives that capture the attention of journalists.
  4. Thought Leadership: Positioning your brand as a thought leader is a PR goal that premium content can help you achieve. By leveraging the in-depth analysis and expert commentaries found in paywalled publications, you can craft content and narratives that highlight your brand’s knowledge and insights.
  5. Content Amplification: Premium content can serve as a valuable resource for content creation. You can repurpose, curate, or summarize articles from these sources to create blog posts, whitepapers, infographics, and social media updates, saving time while ensuring your content is backed by high-quality research and analysis.

Navigating Paywall Challenges

While the benefits of premium content are clear, navigating paywalls effectively is crucial. Keep the following in mind:

  • Invest in Subscriptions: Consider subscribing to paywalled sources relevant to your industry or brand. More often than not, the investment will pay off in the invaluable insights and content you gain access to.
  • Content Aggregation Tools: Utilize content aggregation tools that compile articles from various premium sources. These tools can streamline your research process and help you stay organized.
  • Proper Attribution: Always adhere to copyright and usage guidelines when citing or repurposing content from premium sources. Proper attribution and compliance are essential to maintaining ethical PR practices.

Choose the Right Media Intelligence Platform

As noted above, typical media monitoring and intelligence gathering efforts won’t uncover much of the critical, often exclusive, content that premium outlets provide. Investing in a third-party platform can save time (and frustration) based on its ease of use and quality of insights collected. Keep in mind, however, that when it comes to getting access to premium content, not all platforms are created equal. Look for platforms that offer such content exclusively and will provide the resources and support to ensure you’re getting the most out of that access.

The Bottom Line

If 2024 is the year you truly want to make an impact, adding premium content to your media intelligence efforts can be a game-changer for PR professionals. It enhances credibility, informs decision-making, aids in crafting compelling pitches, fosters thought leadership, and serves as a valuable resource for content creation. By effectively navigating paywalls and making the most of this resource, PR professionals can elevate their strategies and achieve greater success in the ever-evolving world of public relations. 

Find out how Cision can help you get access to the most trusted news, data, and analysis you and your team need. Speak to an expert now.

About Mary Lorenz

Mary Lorenz is Director of Content and Creative at Cision. She oversees the editorial strategy at Cision and writes about best practices and thought leadership for marketing, communications and public relations professionals. She has a background in marketing, public relations and journalism and over 15 years of experience in copywriting and content strategy across a variety of platforms, industries and audiences.