Online content matters. Why? Your target audience may come across it e.g. think the oft-quoted 93% of MEPs use Google daily to learn about policy-related issues.
But content needs to tick the following boxes:
- It needs to be relevant
- It needs to be interesting
- It needs to be clear and ideally concise
- It needs to be published in channels audiences are likely to use
- It needs to be marketed so that audiences actually find it
Unfortunately, too much PA-related output in Brussels does not tick these boxes, largely because far too little thought is out into producing it: no it’s not a case of stick something up and the hoards will come.
Outlined below are a couple of checklists, the first showing a smart process, the second showing the prevalent non-process (use it at your peril.)