The Future of Public Relations: Digital PR vs Traditional PR

Digital PR, on the other hand, allows brands to build awareness and promote their products and services using social media, websites, blogs, email marketing, video platforms and other digital channels. For significantly lower costs than traditional PR, brands are able to reach much wider and diverse audiences, even targeting key groups depending on the product and/or service, without being limited to their immediate geographical location. With this method, they also have the advantage of being able to share messages with their audiences directly and receive feedback in real time. Brands can also drive interested customers directly to their websites.

At the same time, growth in the use of digital platforms has made it more challenging for brands to capture the attention of their audience, who are bombarded with messages from competitor brands and from brands in other sectors. The digital noise can be deafening, causing the listener to turn off or turn away.

In this highly-charged digital space, striking a balance between traditional and digital PR is necessary to maximize your brand’s exposure. Traditional PR still retains relevance as an efficient and effective way to reach certain demographics, but digital PR continues to grow in  popularity. Using media monitoring services like those offered by Media InSite, you help brands – regardless of their size, stay abreast of how their campaigns are performing in both traditional and digital PR spaces. You can monitor traditional media to determine your brand’s Share of Voice in comparison to your competitors or use Social Listening to stay on top of negative brand mentions to negate a potential crisis.