The fast-paced modern society today is heavily supported by the ongoing innovation in technology, which also influences various aspects and industries. Public Relations (PR) is no exception, as the world is getting more and more digitized, the role evolves to embrace broader audiences in the digital realm that traditional PR tactics may not be able to reach. With that, does that mean traditional PR is out of date? Let’s find out.
First of all, PR is transforming. Public relations has evolved into a method of establishing and maintaining mutually beneficial relationships between brands, companies, organizations, or individuals with their audience. There are two types of PR today, traditional and digital. Both have the same objectives which are brand awareness, crisis communications, reputation management, and advocacy – but the tactics and channels used to achieve those goals differ.
Conventional PR or also known as traditional PR refers to strategies for gaining coverage in offline platforms like newspapers, magazines, radio, and TV, where audience participation is limited and communication is primarily one-way. Even with the advancement of technology, this approach remains relevant and pervasive. Conventional PR tactics are still very effective at raising brand awareness because offline media still has a strong influence and large audience reach.
Digital PR in its purest form can be perceived as an evolved form of PR that implements tried-and-true methods tailored to the digital ecosystem. It provides a plethora of digital capabilities, implying that more avenues can be leveraged to get the brand’s message out to a wider target audience.
Instead of blatant marketing, digital PR focuses on generating content that communicates about the brands subtly. It also paves two-way interaction with core audiences, creating new possibilities for positive participation and engagement.
So what’s the key takeaway?
It is not simple to say whether conventional is better than digital PR, or vice versa. There are a lot of key factors that specifying the needs of each brand. As a result, defining the business objectives may be the easiest approach to choose which route to take first.
Both kinds have their advantages as well as disadvantages. They are not interchangeable, and each provides a unique set of benefits. In many cases, a mixture of both will work best for most brands. But again, always listen and observe the audience, as brands might need to amplify on particular platforms more than the others.
