Traditional vs. Digital PR
Has digital PR overpowered the traditional one?
In the digital era, regardless of the industry and field of work, if you are not online, you do not exist. This means, of course, that web site is a must, while blogs and social networks are becoming increasingly used for different PR and marketing activities.
And where does PR stand? More than many other industries, PR must follow the trends and embrace the innovations. Digital has become a brand new branch in the field of public relations years ago. Companies have recognized the potentials of the Internet as a communication channel and they want to make the best out of it. Digital PR is there to help them build and improve their reputation on online channels, such as web site, blog, different social networks, etc. The biggest advantages of the digital PR are that it has the power to impact SEO and the ability to measure results. Moreover, Internet as a medium offers far more space for experimenting and creativity than traditional mass media.
Who needs a traditional PR then, you would think? Despite popular belief, people do still read newspapers, watch TV and listen to the radio. For many companies, those people are their target audiences. That’s why we shouldn’t forget the traditional PR, which covers diverse range of activities, from event management and media relations, to crisis communication and reputation management. Bloggers and influencers might be important, but so are editors and journalists. In fact, traditional PR can be very successful when it comes to increasing brand awareness through positioning within a media placement.
In order to make the best out of PR, whether it’s traditional or digital, companies must set their business strategies and determine their target audiences first and once when they do so, they can choose the best PR tactics according to their objectives. Traditional and digital PR shouldn’t be seen as the two warring sides, quite the opposite, they should be used parallel and sometimes even simultaneously, in order to provide the best results for the benefit of the clients.
Author: Jelena Ovuka