Why Google's new In-Depth Article feature is great news for the public relations profession

From Ragan's PR Daily:

The longer form has the added benefit of providing an opportunity for PR firms and their clients to tell a longer, nuanced version of their story.

Of course, no publication worth its salt is going to publish a 4,000-word puff piece. Enticing publications with first-time exclusive offers to interview a CEO and being willing to admit mishaps and mistakes—as long as you have the opportunity to explain those mistakes—will yield more positive results.

Assuming Google keeps this feature moving forward, it’s easy to envision PR firms dedicating resources and creating long-form news bureaus as a boutique product/service. Google will likely keep toying with the algorithm to include and exclude more in-depth publications, including some online-only and newly formed investigative outlets. Keeping track of these developments; adjusting your strategy accordingly will be extremely important to any PR strategy.