Traditional PR Is Far From Dead!

We’ve recently seen a huge increase in the numbers of traditional PRs signing up for our online PR course, most of which are extremely nervous about all the scare mongering that is going on in the marketing, new media and PR press about the fact that Trad PR is on the ropes.

As a social media consultant and someone constantly involved with the new realms of communication and digital PR I have to say that traditional PR still has a huge part to play in the overall campaigns. Yes… it may become yesterday’s chip paper BUT in my view it still drives more immediate ‘spontaneous’ web traffic accounting for some truly healthy spikes.

It’s the long term value of traditional PR that accounts for the weakness in this medium… obviously Online PR is the opposite, as it generates ongoing ROI because of its permanency and ability to draw accustomed web users.

Where’s it all going? Well, I’d pretty much always run a campaign over both trad and online mediums at least for the next 2 years, giving equal split to efforts online to those offline.

What about after 2 years… well, who knows what wonderful gadgets and resources we’re going to have available to play with to all make our lives easier. I have to say though that digital PR will overtake traditional in importance BUT we are currently going through the process (as a culture) of relying more heavily on digital for our news so it seems an obvious jump to make at some point if you are in PR.

As a ‘trad PR’ the focus for now should be learning how to communicate more effectively with bloggers and online journos. I can’t believe how many trad journos still get it so wrong! Secondly… get to know the basics of search optimisation as it will stand you in great stead. Obviously there’s a long list of things to learn when it comes to digital… but if you don’t have the time or inclination to keep up with it all I suggest you take on board the basics of appreciating the value of digital PR.