What’s the difference between traditional and digital PR? PR generally revolves around using both traditional and digital methods as a way of promoting businesses. But I am sure many of those who don’t work in PR often wonder, what is the difference between the two?
Traditional PR methods are very diverse, and can range from anything from crisis communication, trade shows, event planning and management, sponsorship and reputation management.
But the main method of traditional PR is distributing press releases to journalists, for them to include in magazines, newspapers, TV and radio. Traditional PR is great for brand awareness, but it can be hard to track in terms of metrics.
You can see how many people purchase the magazine or newspaper your business was featured in, but there’s no guarantee every single reader saw it. Traditional PR also requires patience and planning. If you’re looking for seasonal PR to go in long-lead publications, it requires a lot of forward thinking and perseverance whilst waiting for it to get published. Nonetheless, securing coverage in popular long-lead titles can be great PR for your business.
The methods involved in digital PR are fairly similar to those of traditional, but digital PR is far more measurable.
Also, the added tactics of using SEO and link building across the web make it great for businesses that are mainly online. One good aspect of digital PR is working and building relationships with online bloggers and influencers.
Some online influencers can have a bigger PR impact than working with a magazine, so if you are a consumer business, they are important to think of when devising a PR strategy. Working with influencers can also attract press attention as well, which theoretically kills two birds with one stone.
Another reason it can be good to have a strong relationship with a blogger or influencer, is that they can give you follow links and even endorse you on social media. Admittedly, there are usually costs involved with working with bloggers, but the PR pay-off is certainly worth it.
Social media can also be included as a digital PR method. In today’s world, social media is one of the most popular forms of communication, and it’s one businesses need to be apart of. PR and social media can tie in together perfectly, and it should be incorporated into any PR strategy.
Another aspect of digital PR is getting your business into popular online sites, with added follow links. The benefits of these online platforms are that they have short-lead times and can pick up results within the same day of sending out a press release. If it’s a strong story, with a follow link, this can be great for SEO purposes.
When deciding whether digital or traditional PR is better for your business, you have to think about where it would work best. Will your business benefit from being sent to a particular media, or would mixing between both digital and traditional work better?
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