By David Holland

April 5, 2017


Traditional or the New Age of PR? Which Will Help Your Business Get Noticed

If you were to ask 10 small businesses out there, they would probably give you different meaning as to how they look at Public Relation. Some might say they like doing PR the traditional way and some make it work through digital strategies.

Public Relations in a traditional sense

Get this. The old ways of Public Relations haven’t lost their power and though we’re in a digital age where consumers are mostly on the Internet, those old school PR tactics still work.

Branding and marketing experts suggest that every business at whatever size should still make use of traditional Public Relations. Get your PR stories to prints, radio, magazines and other local channels as those still have an enormous impact on your reach.

The efficacy depends on your connection, your budget and how much effort you are willing to exert. Remember that in traditional Public Relations, you need a strong connection among journalist, broadcasters and people in the publishing world for your story to get out there. You need to pitch, follow-up and adhere to industry guidelines.

The perks of digital PR

Digital Public Relation, on the other hand, is easier and less complicated.

The same as traditional PR, you have to send out stories that draw attention.  The greater picture in today’s digital PR strategies is that you talk directly to consumers and in return, customers give feedback. It is a simpler way as you wouldn’t likely need media channels to communicate your message out there.

Influencers and brand ambassadors

The good old ways were about newspapers, magazines and local reach. Today you can simply contact online influencers and product ambassadors to talk about your brand.  For a reasonable fee, these people can spread your story to their followers.

Social media

Consumers these days are into social media and undeniably, there is a great amount of focus there. Interact with your followers to improve business as a whole and communicate your PR efforts through your social media channels. Social media also makes PR more affordable to manage online presence for small businesses.

Targeting is also more efficient through social media. For example, on Facebook, there are advanced parameters helpful to your efforts. There are metrics that can be used to target audience based on their behaviour, interest, education, geography, connections, among other important targeting factors. So technically, your message gets to the right audience.

Online presentation

Presentation is comparable to speeches. While in speeches you engage to people as you are the centre of the moment, online presentation allows you to directly communicate with your target audience and do it in their speaking level. Your online presentation can be in form of infographic, video or a material published on SlideShare.

But why shouldn’t you rely on the new ways of PR only?

There’s a limitation to the efficacy of how modern PR works. The online world is very noisy. This means that your story can drown in thousands if not millions of other stories from your competitions. There’s also a massive overflow on distractions. A person reads your PR story then with a pop-up message from their Facebook Messenger they can simply forget about what they’re reading.

In the long run, the old ways of PR still play a crucial role for company’s PR effort. If you have the time and resources, you should do both traditional and digital PRs.

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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