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Traditional vs Digital PR: Why You Should Choose Both for Maximum Impact

Updated: Apr 29

Traditional vs Digital PR

PR isn't what it used to be; it's changed a lot over time. Now, to connect with the people brands want to reach, they need to use both traditional and digital PR strategies. This blended approach is essential for brands to tell their story in a way that works in today's fast-paced world of communication.

At Lem-uhn, we are fortunate to have in-house experts with years of traditional PR experience, alongside digital PR experts. Most importantly, we know that blending traditional and digital PR methods is important for achieving great outcomes for our clients. But what are the key differences between these approaches - and why should we be opting for both?

Traditional PR

Traditional PR relies on conventional media outlets like newspapers, magazines, television, and radio to convey messages to the public. Although these avenues are still influential, especially for brands with an older demographic, it can be harder to measure the effectiveness of the campaigns beyond coverage count and brand mentions. Traditional PR strategies involve:

Press Releases: Crafting press releases and distributing them to media outlets for publication. Press releases are still crucial in a PR strategy as it helps to tell the brand’s story clearly and concisely.

Media Relations: Building relationships with journalists, editors, and other media professionals to secure press coverage.

Events: Hosting physical events, such as product launches, press conferences, or trade shows, to attract media attention.

Awards: Drafting and sending award entries to position clients as industry leaders to gain credibility and boost publicity.

Thought Leadership: Positioning clients as credible experts in their respective industries by producing research, data, and commentary for the media.

Digital PR

Digital PR, on the other hand, is centred around building an online presence, through channels such as websites and blogs, as well as creating shareable and viral content that can gain attention on social media. It can garner a much higher reach than through print and other traditional media outlets. Additionally, the impact of a digital PR campaign can be measured through more than just brand mentions; metrics such as social shares, backlinks, domain authority (DA), reach and web traffic analysis can be compiled to determine its success. A digital PR strategy includes:

Search Engine Optimisation (SEO): A vital aspect of a digital PR strategy, SEO helps websites rank higher in search results, therefore improving their visibility. One of the ways to do this is by using relevant keywords to optimise online content and secure high-quality backlinks from trusted and relevant sources.

Backlink Building: Securing backlinks helps to improve a brand website’s DA and enhance its overall reach. Likewise, when a high DA news site includes links for your clients’ websites, more ‘link juice’ is passed through. This indicates to Google that they are a relevant news source on various topics, ultimately having a positive impact on search result positions.

Content Marketing: Generating valuable and shareable content, such as blog posts, infographics, and videos. The content also helps to encourage journalists to link to your website by providing additional details on your website.

Why You Should Be Utilising Both Traditional and Digital PR

The key aim of PR is to drive brand awareness, whether it’s through traditional or digital strategies. By utilising both traditional and digital PR, we can take onboard different strategies, skills, and specialities to reach a range of different journalists and titles. Broader Reach: Gone are the days when print coverage and a brand mention are classed as roaring success. To contribute to your wider SEO strategy, there is even more value to be found in securing backlinks on quality digital titles. Additionally, the creative campaigns behind digital PR usually produce highly sharable assets to reach an even wider audience across social media channels too.

Measurable Results: Digital PR allows us to gather and analyse data, providing valuable insights into campaign performance. For our clients, we measure their website’s DA as well as how many backlinks a campaign receives. By integrating this data-driven approach with traditional PR, we can refine our strategies for better results.

Enhanced Credibility: Traditional PR lends credibility to a brand by securing coverage in established media outlets, through broadcast, radio, and online opportunities, usually through press releases. Digital PR utilises data, creativity and visual designs to take this even further. Brands can benefit from a balance of both traditional and creative approaches to engage with different demographics as an authority on many different topics.

In today's PR landscape, a successful strategy involves a blend of traditional and digital PR. Our ability to navigate both approaches ensures that our client’s messages are not only heard but also effectively communicated to their target audience.

Would you like to learn more about how we can help add zest to your campaigns? Book a free PR audit call here!

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