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fragmentation of traditional media has seen brands becoming their own media companies

Media company DWPub has launched a new whitepaper on the challenges of content marketing for public relations professionals.

The nine-page document examines the rise of content marketing and how PR professionals can take a lead role in planning and implementing an effective content strategy for their clients.

The whitepaper, entitled ‘Content Marketing – the Challenges for PR Professionals’, looks at how the fragmentation of traditional media has seen brands becoming their own media companies, and where this fits in with other marketing activities including PR.

Differing opinions as to which media disciplines are best placed to manage content marketing campaigns are illustrated, highlighting the challenge PR professionals have in establishing themselves in this important growth sector in marketing communication.

Daryl Willcox, founder and chairman of DWPub which publishes the whitepaper, said: “The media world is going through rapid technological and structural change and the result is that brands and organisations are able to create their own media, allowing them to forge more intimate links with customers.”

Willcox added: “PR professionals have a narrow window of opportunity to demonstrate to the world that the core PR skills of communication, relationship building and client consultancy put them in an ideal place to manage and execute content marketing campaigns.”

The whitepaper can be downloaded from

About DWPub

DWPub ( helps PR professionals, organisations and the media connect, collaborate and tell stories more effectively every day. Launched in 1997, the company connects journalists and public relations professionals to create opportunities for timely, relevant press coverage. The DWPub Media Suite includes the FeaturesExec Media Database, ResponseSource Enquiry Service, SourceWire News Distribution and the JournalistDirectory Freelance Database. Over 2,500 companies use DWPub’s media relations services, including around 120 of the top 150 PR Companies. DWPub - making media communications easy.

Press contacts:

Daryl Willcox:
Licia Houghton:

Tel: 0845 370 7777

This press release was distributed by ResponseSource Press Release Wire on behalf of ResponseSource in the following categories: Media & Marketing, for more information visit