Why is your carefully crafted content not achieving the desired media presence? Why are your content marketing efforts falling flat without the hoped-for editorial coverage? How do other companies manage to maintain a regular media presence with their content?
The answer lies in a strategic approach that is becoming increasingly important in the Swiss communications landscape: content PR. This combination of content marketing and public relations is revolutionizing the way companies generate media presence.
The evolution of media communication
The traditional distinction between PR and marketing is becoming increasingly blurred. According to the 2025 Content Marketing Study by ZHAW and CH Media, 66 percent of Swiss companies are already actively using content marketing. On average, nearly 40 percent of the total marketing budget is spent on content marketing measures.
This development is no coincidence. The media landscape has undergone a fundamental change. Journalists today are no longer just looking for traditional press releases, but for high-quality content that they can use directly.
The new reality of media relations is reflected in impressive figures: According to the Media Trend Monitor 2025 by news aktuell, journalists still use press releases as their main source of research, but the requirements have increased dramatically. 76 percent of media professionals would like to see a direct download link to accompanying materials in the press release.
Content PR closes this gap. Instead of just providing information about company news, you give journalists ready-made stories, data, graphics, and multimedia content—content that offers real added value.
The foundation of successful content PR
The key to effective content PR lies in understanding the three types of media: owned, earned, and paid media. Each plays a specific role in your overall strategy.
Owned media forms the backbone. Your own channels—from your company website and blog to your social media presence—are the basis for all further activities. This is where the content is created that can later lead to media coverage.
The importance of owned media cannot be overstated. In times when social media platforms change their algorithms or experience technical failures, your own channels offer security and control. You determine what is published, when it appears, and how it is presented.
Earned media is the goal. When journalists pick up on your content, it results in editorial articles with high credibility. A recent survey shows that 30 percent of PR professionals are increasingly relying on earned media—more than in the previous year. The reason: trust in paid advertising is steadily declining, while editorial recommendations are gaining in importance.
Paid media supports dissemination. Strategically deployed paid measures can increase the reach of your content and attract the attention of journalists. Native advertising and advertorials build bridges between content and editorial reporting.
Strategic content creation for maximum media impact
Not all content is suitable for PR purposes. Successful content PR requires a specific approach to content creation.
Journalists look for content that offers their readers concrete benefits. This could be exclusive data, surprising insights into industry trends, or practical guidance on current challenges. The trick is to present corporate expertise in a way that makes it usable for journalists.
A real-life example: A Swiss financial services provider not only writes an article about investment opportunities, but also develops a comprehensive study on the investment behavior of the Swiss population. With exclusive data, professional graphics, and in-depth analyses, it provides journalists with a complete story—including expert statements and regional references.
Content formats must be based on journalistic standards. Instead of promotional texts, neutral analyses are produced. Instead of product descriptions, market overviews are created. Industry trends are derived from company histories.
Content with local relevance is particularly effective. The Swiss media landscape is regionally oriented. Content specifically tailored to Zurich, Basel, or Geneva has a better chance of being published than generic content.
Owned media as a springboard for earned media
Your own channels are more than just publishing platforms—they are your content laboratory. Here you can test which topics resonate, which formats work, and which stories have the potential for greater media exposure.
The systematic use of owned media follows a clear process. First, you publish high-quality content on your own channels. You measure the responses, analyze the engagement, and identify the most successful posts. You then develop these into formats suitable for the media.
A blog post about leadership that goes viral on LinkedIn becomes the basis for an expert opinion in the Handelszeitung newspaper. An infographic on digitalization trends that generates high traffic on your website becomes the basis for an industry study.
The key advantage: you approach the media with proven content. You already know that the topic will be of interest. This significantly increases your chances of success with journalists.
The mechanics of content distribution
Excellent content alone does not guarantee media presence. Distribution determines the success or failure of your content PR.
Modern distribution goes far beyond traditional press distribution. You orchestrate your content across multiple channels to achieve maximum visibility. This starts with strategic publication on your owned media channels, followed by targeted promotion via social media.
LinkedIn plays a key role in this. With 4.5 million monthly active users, the platform is number one in Switzerland according to current statistics. Many journalists use LinkedIn for research and finding topics. If your content attracts attention here, the likelihood of media attention increases.
The trick is in the timing and preparation. Instead of publishing all content at once, develop a content cascade. The main content appears on your website. Excerpts and key messages follow on social media. Infographics and visualizations are distributed separately. This creates multiple touchpoints for journalists.
At the same time, we directly address the media. But not with standardized press releases, but with personalized pitches that address the specific content needs of individual journalists.
AI as a game changer in content PR
Artificial intelligence is revolutionizing content PR. According to the ZHAW study, 42 percent of Swiss companies already use AI in content marketing. The areas of application range from content creation and personalization to distribution.
AI tools help identify topics. They analyze media trends, identify content gaps, and predict which topics will be relevant in the coming weeks. This enables proactive content creation instead of reactive media relations.
AI supports content production through automated translations, text optimization, and the generation of variants for different target groups. A basic text can thus be efficiently converted into multiple formats—from LinkedIn posts and blog articles to press releases.
But caution is advised. AI does not replace human creativity and expertise. It is a tool that increases efficiency, but strategic planning and quality control remain human tasks. Especially in Switzerland, where quality and precision are valued, automation must never come at the expense of content quality.
Measuring success: The value of content PR
Measuring content PR success requires a holistic approach. Traditional PR metrics such as media response and reach remain important, but are supplemented by content marketing KPIs.
Modern performance measurement considers the entire content funnel. It begins with owned media metrics such as website traffic and engagement rates. It tracks the transformation to earned media through media mentions and editorial contributions. And it measures business impact through lead generation and conversion rates.
Integrated reporting shows how owned media content leads to earned media coverage and what ROI your content PR investments generate. This transparency is essential for the continuous optimization of your strategy.
The future of content PR
Content PR is constantly evolving. New formats such as podcasts and interactive content open up additional opportunities for media presence. The ongoing fragmentation of the media landscape requires even more targeted, channel-specific approaches.
At the same time, quality requirements are increasing. Your content must stand out in a flood of information. This can only be achieved through genuine added value, professional preparation, and strategic distribution.
Content PR offers enormous potential for Swiss SMEs. With a manageable budget, they can generate media coverage that was previously reserved for large companies. The key lies in consistent implementation: high-quality content, strategic distribution, and continuous optimization.
Want to make your content PR a success?
Would you like to harness the power of content PR for your company? Brand Affairs can help you develop a tailor-made content PR strategy. With our experience in the Swiss media landscape and our network of communications experts, we can transform your content into lasting media presence.
Contact us for a no-obligation consultation. Together, we will develop a content PR strategy that suits your company and delivers measurable media success.
