2022 now sees 91.54 per cent of the world’s population - 7.26 billion people - owning a smart phone or feature phone.
Such is the advance in technology today that it is little wonder it has helped to move the needle in terms of the PR industry’s focus and outputs.
Nowadays there is arguably more pressure to land links on trusted websites than there is to pitch to secure front page news. The reason is because so many people have access to mobile phones on the move, meaning they can consume and absorb news wherever and whenever they want.
So which is most important: Digital or traditional PR? Here at Motive PR we believe both are important, although it is useful to outline the differences between them, and why they are both critical to grow your business - and protect its reputation.
Traditional PR sees PR practitioners engage with newspapers, trade and niche magazines and broadcast outlets for coverage. Since the advent of the traditional media, being able to land a TV or radio interview or land a front page story or feature length article in a client relevant magazine has been the focus of PR organisations across the globe.
Digital PR opens up even more possibilities and more channels - with blogs, social media platforms, online news, video portals and influencer campaigns to name just a few. Many influencers have become household names, with millions of followers, so it is useful to engage with influencers relevant to your client’s particular subject matter.
Both digital and traditional PR command respect. The more your story or campaign ‘travels’ in the traditional press, the more people it will reach. There is also great kudos in knowing an established newspaper such as The Times, Daily Mirror or the Boston Globe has covered your story in print. And if it makes headlines, that could help feed into digital news channels with many outlets operating ‘what’s in the news’ sections. It can spark debate to appear on a primetime news channel, with viewers then turning to the internet to learn more. You are helping set the day’s news agenda.
Digital news can spread like wildfire. A story appearing on a website one day can be across many news outlets within hours, while popular influencers endorsing a particular product can also be very powerful. The emergence of video news which can tell a whole story in moments with powerful footage cannot also be underestimated. If reputable news websites carry a link to your client’s website as well as the article that is also hugely beneficial to boost traffic to it.
It is not just positive news to be considered. Things go wrong and there are organisational crises from time to time. Be certain both traditional and digital outlets will be there to report on the news. PR agencies must be adept to help the client through such periods of difficulty to protect its brand. Neither traditional media and digital media channels must be discounted in terms of their value and importance.
Contact Motive PR today to see how we can help you boost your presence positively both digitally and in traditional media.