January 9, 2013 Leave a comment
As the media world changes more and more traditional publications have gone on to become digital media outlets. Countless new publications are starting up with only an online presence. Too often people think of traditional magazines as being true publications and online outlets (unless they are the online arm of such traditional media outlets as the New York Times, Vogue, Men’s Health or People) as basically useless or low rent outlets. In reality, many online media outlets can gain you more traction and exposure than traditional outlets. Sure there are some sites and blogs that reach only a handful of people and that’s why you need to do your homework before contacting any media. But when used judiciously, a targeted online approach can help position you in the marketplace, build your brand and (and this one is really important) get you noticed by some of the major traditional media outlets.
Whereas traditional media offers validations and credibility, online media offers speed and reach; it is the online media and publications that can get your story up and add to your digital pr strategy as quickly as possible. This was impossible a few short years ago, but now, via online PR, your story can quickly get out in front of the public. Combine validation and legitimacy with speed, targeting and reach and you have what I call Integrative PR.
As I’ve written in the past, you don’t want to choose between traditional and online media, you want to meld the two to fully maximize your campaign and your exposure. For example, we recently placed a client in a number of online publications. All of the stories were positive and they helped us increase our client’s exposure. The articles helped the client brand himself and more fully reach his target market. That was great in and of itself, but we then were contacted by a writer from the New York Times, who read some of the pieces online and wanted to interview the client for a story in the Times. So those articles were doubly effective, they not only reached new readers, but they positioned the client in a way that interested the mainstream media.
When it comes to launching a comprehensive PR or media relations campaign, the name of the game is PR Integration. Sure millions of people are online and that number is only going to grow, but the offline or traditional media sill wields amazing impact. TV, newspapers, magazines and radio not only reach millions; the major outlets are the ones that still hold the star power. Being featured in the mainstream media, such as the New York Times, CNN, the Wall Street Journal, the Today Show or USA Today still gives you the validation and legitimacy that no other form of marketing can offer.
The downside with a strictly traditional media outreach is that it generally takes quite a bit of time to build momentum. The downside with online public relations is that, although you can get the information out quickly, people are now inundated with so much news that you can often find stories buried.
This is why PR Integration, the combining of online and offline media relations, is not only effective but important.
Copyright © Anthony Mora 2012
Kisor-Madlem, Alyshia. “7 ways online media benefits public relations”. Photo. PR Daily. 13 Nov 2012. 09 Jan 2013. <http://prdaily.com/Main/Articles/13116.aspx>
Momorella, Steve. “5 ways online newsrooms will save time and money.” Photo. PR Daily. 25 Jun 2012. 09 Jan 2013. <http://prdaily.com/Main/Articles/11998.aspx>