Why Traditional Media Still Matters in the Digital Age
Digital or new media
Everything from social media, SEO, influencer marketing, guest blogging, and guest podcasting comes under digital media. New or digital media gives access to tons of accurate data about who is visiting your website or reading your content. This access to data, which is unavailable to traditional media, allows brands to market at niche or very specific target audiences. This makes digital media relations and content marketing a good source for lead generation and sales. Examples include book authors appearing as a guest on podcasts in their niche. Because digital media like a podcast has a specific audience with specific interests and demographics, it is possible to have a high conversion rate via these efforts.
Traditional or old media
Unlike new media, traditional media does not have that kind of digital data. Media like newspaper, TV, and radio are old media. Old media is a good way to reach mass audiences and achieve brand awareness. Traditional media is also highly recognisable as it has been around for many years. Traditional media is great for long-term brand building and awareness. Appearing in old media via earned media — that is media that you did not create yourself and did not pay for, such as having a journalist cover your brand in their story — builds credibility. Even though many news outlets are closing, traditional media hasn’t died yet, says CEO Farzana Baduel. In fact, the lesser number of reputed newspapers still existing make earned media placement in those much more coveted. The focus on editorial quality in traditional media helps readers trust the brand and its content more. A 2018 survey by Pew Research Centre showed that 57% of Americans who get their news from social media expect it to be “largely inaccurate”.
Traditional media is very important, especially for corporate PR, says Ishara Callan, a senior consultant at Curzon PR. “Speaking on current policies impacting business or politics on a reputed current affairs TV show can position a spokesperson as a leading commentator, something which a social media campaign may not be able to achieve,” she says. Setting yourself as a thought leader also helps with “direct and immediate results”, she says, adding, “I remember a former Director-General of a leading international trade organisation saying that every time he was on BBC Radio 4, he got 10 new members.”
Fame brings other unpredictable results to a business, from having people suddenly return the calls of your CEO to employees willing to work for less income in order to enhance their resumes, writes Rory Sutherland, Vice Chairman of Ogilvy UK.
Integrated approach
For a successful media relations campaign, it’s important to have an integrated approach. “Using social media to amplify the message imparted in the primetime TV show will work wonders in terms of reach and interactions,” says Callan.
Consistent efforts in digital media would also lead to long term brand building as Google and social media followers start to notice you as a reliable resource in your area of expertise.
The below graph shows how long-term brand building picks up the plateau that is eventually reached in any short-term marketing tactics. Then a brand-building activity delivers both short-term and long-term sales impact as well as improving the performance of your short-term campaigns as well.
Conclusion
Both traditional media and new media should be a part of your public relations efforts — that is when one would feed into the other, creating a positive upward spiral. More sales lead to more word of mouth and brand awareness. More brand awareness leads to more sales.
Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team bd@curzonpr.com
Follow us