Content direction and creation is usually a conversation that happens between the client, the account executive, and the creative department. However, an article on PR Daily gives a slew of reasons why PR professionals should be driving content:
1. They are storytellers.
2. They are imaginative while being strategic.
3. They are natural writers.
4. They are experts at driving attention.
5. They are able to individualize audiences.
With more brands exploring journalism to generate content, bringing PR into the creative discussion may not be a bad idea.