As the internet and social media have changed the way we communicate, it has become increasingly important for organizations to be active and involved online. Without content, this is difficult. PR practitioners must be able to assist in the development of content as part of a larger communications plan.
Through quality content, effectively disseminated online, any organization can become a go-to source for information relevant to their field. As your organization produces useful content, it will be easier for people to find you online and you will have effective material for growing your community on social sites.
Check out this article for some great tips on producing effective content.