Media rules our lives. From the second we wake up in the morning to the moment we fall asleep, we are subjected to thousands of media messages, whether we recognize it or not. Available in two forms, traditional and social, we depend on media to provide us with the daily news, information on our friends, colleagues and favorite businesses, and knowledge on any other topic that may be relevant to us at the moment. It has been around for centuries and is one of the largest industries in the world today.
Since the establishment of the first public relations firm, media has been utilized extensively throughout the industry to create measurable results in such a competitive market. Traditional media, such as newspapers, radio and television, has successfully been used to garner media impressions, generate reporter attendance at client-held events and create buzz amongst consumers. But, with the continuous advances in technology, social media has slowly begun to creep its way into the mix and become a popular part of public relations strategies.
So will social media ever completely replace traditional media? Let’s take a look.
Why pr professionals still need traditional media
Traditional media is instantly recognizable. People are more likely to recognize a local or national newspaper rather than a popular blog in the area.
Traditional media is credible. It has more status and authority than social media, so placing stories in traditional media will help gain your clients creditability.
Traditional media usually comes out before social media. Bloggers often read traditional media stories and then write blog posts based on what they read. So, if your story is covered in traditional media, it will most likely be seen on several social media platforms as well.
Traditional media outlets have their own social media accounts and they have a very large readership. Although print circulation may be decreasing, traditional media is still reaching a vast audience both online and offline.
Although traditional media may not be as popular as it once was, it is still important for a pr professional to pitch their news stories to traditional and social media sources. It is most important to aim for media outlets that target your specific audience, whether they are traditional or social. If you aim to get media coverage in both traditional and social media, you’ll give yourself the best chance of achieving your pr objectives.