The document discusses how public relations professionals can build a competitive advantage through content. It emphasizes the importance of credibility, accessibility, shareability, and trackability (CAST) when developing and distributing content. Credibility involves using impartial news sources and experts. Accessibility means making content easy to find and reach across multimedia channels. Shareability is about optimizing content for different distribution channels and social sharing. Trackability allows measuring engagement across platforms. The document provides tips from PR professionals on how to apply these principles, such as including sharing buttons, links to images, and adapting content for different uses and platforms.