Old vs new: The value of ‘traditional PR’
While the ‘new way’ of PR – digital, social and influencer channels – has an important role, ‘old-fashioned media relations’ is still worth the investment, writes Bay PR director, Deb Ivison.
I was in a new business meeting the other day and I asked the would-be client what sort of PR they were looking for. “Articles in magazines and newspapers,” was the response. “Oh. OK.” Was my reply. “How odd. Is that all?” (I thought that but didn’t say it).
“What about social media?”
“No thanks”
“Events and activations?”
In my experience, most organisational leaders still seem to value traditional media over online and new media outlets which they and their networks don’t seem to read. Getting an op ed published in a mainstream metro or national publication is highly valued by my clients
As one of the very first Australian magazines to offer a digital on-line option to our print magazines some 16 years ago, firstly through Zinio.com and subsequently through iTunes , Google Play and PocketMags, can I just confirm that for the transport and trucking industry print magazines are still the preference, with the digital version selling only a consistent 7 percent of the print distribution.
Members of the trucking and transport sector prefer print to digital. If we could change to purely on-line we would obviously save around $1 million per year on print costs but that’s not what the readership wants. We even have readers in US and other overseas countries willing to pay $25 postage on an $8.95 print mag as they want the feel and convenience and quality of a print title.
This is an industry that doesn’t appreciate influencers, and wants the immediacy of picking up a magazine to read during a quiet moment. The appreciation of high quality print values, backed by knowledgable and informed writers keeps us in print, supported by digital and social media.
On another note, why is Fairfax refusing to distribute AFR Weekly to North QLD? Newsagents are complaining it cannot be ordered, hence of course sales will drop without distribution. Not a level playing field at all. Regards Chris Mullett.
Totally agree! I think traditional PR if anything is going to see increased demand. Using the skills of PR for both traditional media and also as part of strategic quality digital marketing campaigns – using PR to generate high-quality backlinks instead of the traditional way backlinks are sourced which is so often dubious.
Thanks Deb
Great article and so true. I’m getting the same reaction from any new business coming my way. I think the Insta bubble is beginning to burst.
“I still like to keep my magazines until there’s too many and I have to throw them out.”
Nobody under 30 would say that.
Thanks for your opinion Mum, I’ll be over for dinner at 6 on Sunday.
Doncha just love how someone has an opinion and arrogantly believes that everyone has that same opinion?