Payphones, pagers, fax machines and Rolodexes are all things of the past; however, not all traditional practices have been axed. Saads Abrahams from media update is sharing how digital PR is shaping current PR practices and where traditional PR still holds its power.
The world of PR has undergone a major evolution. Where traditionally, PRs would need to solely rely on their relationship with various media outlets to share their information, they can now share their own information on their websites, social media platforms and email lists.
This doesn't, however, mean that media relationships aren't important — it just means that they are not the only source for sharing information.
What Is Traditional PR?
Traditional PR makes use of classic, direct methods of public relations by using established media outlets like television, radio, newspapers and magazines to shape public perception.
This form of PR does cause your coverage to be limited and controlled by the outlets themselves.
What Is Digital PR?
Digital PR aims to leverage the wide reach of the digital world by merging traditional public relations' media outreach with a comprehensive online approach.
By targeting brand exposure through online news outlets, social media platforms, blogs and websites, digital PR is more likely to connect with a larger audience and enhance brand visibility.
Key Differences Between Digital and Traditional PR
There are some key differences that will help you distinguish between the two forms of PR.
Traditional PR:
- increases brand awareness
- is more accurate in its messaging
- is not very creative
- has one-time exposure
- makes it difficult to measure the impact of a campaign
- shares information on traditional media outlets and events, and
- is slower in reaching your audience.
Digital PR:
- increases brand awareness and SEO
- uses subtle messaging
- allows you to be creative with your content
- provides you with long-term exposure
- makes it easier to measure your campaign results and impact
- shares information on digital platforms, and
- reaches your audiences much faster.
The Pros and Cons of Each Approach
It is important to note that each mode of PR has pros as well as cons.
Traditional PR Pros:
- effective in reaching those who do not have access to digital platforms
- effective in reaching those who are not technologically inclined
- establishes a strong media credibility, and
- builds strong relationships with established media institutions.
Traditional PR Cons:
- provides very limited tracking capabilities
- can be more expensive
- limits your reach
- has longer lead times, and
- has limited communication.
Digital PR Pros:
- provides real-time feedback and engagement
- more cost-effective
- provides benefits with SEO and creating a lasting digital footprint
- measure through clicks, shares and backlinks much easier, and
- has a much wider reach.
Digital PR Cons:
- difficult to stand out because the digital space is so saturated
- easier for a crisis to spread, and
- requires constant updates to strategy and content.
When to Use Which – or Both?
However, it can be difficult to choose which PR approach is the right one for you — but the good news is that you can use both.
If you are making corporate announcements and building brand awareness in your industry, then traditional PR is a brilliant route to use. And if you are looking to boost your visibility, launch a new campaign, manage a crisis, or gain widespread media attention, then digital PR is your best bet.
You are not, however, limited to one approach. Hybrid campaigning is perfect to help you maximise your reach and your impact. It is always important to keep in mind that both traditional and digital PR ultimately share the exact same goal — and using them both will always benefit you.
What are your thoughts on traditional versus digital PR? Let us know in the comments section below.
*Image courtesy of Canva
**Information sourced from DigitalThirdCoast, Motive PR and PR lab.