In with the Old? How Some Traditional PR Elements Will Never Die

A lot has been made over the rise of social media. From the consumer-facing adopters you’d expect, to companies more beholden to strict industry regulation, it’s clear that the movement is getting everyone’s attention – including the PR professionals behind the curtain.

A colleague recently forwarded me a great piece from Inc. in which the writer discusses how she’s “still betting on PR” despite this dramatic change. But what particularly struck me was her reference to “traditional” media – the increasingly popular moniker used for print, television and radio. [Quick side note: other colorful synonyms have been “old” and even “legacy” media] Many contend that this old form of media is done, and that we’ve reached a purely digital awakening. This is partly true.

To be candid, this post isn’t meant as a rant from a disgruntled PR specialist, but rather as an observation from someone who sees the value of old and new methods working together. In my experience, the following “traditional” elements are still very much essential in our industry.

1.       Print, TV and Wire Journalists

It’s tough to find journalists who aren’t dabbling bloggers or Tweeps, but there are many still…and they have a big voice. Admittedly, I’m a big fan of blogs embracing innovation (including BostInno), but some of my most satisfying successful relationships still lie with outlets that have endured the media sea change. Coverage on YouTube, Tumblr, and blogs may be newer than print, but sharp content and good writing will always be king. We can’t forget that.

2.       Using the Phone

People now have countless creative ways to grab reporters’ attention (direct messaging, blog comments and LinkedIn connections) as alternatives to picking up the phone. But there’s still an art to phone conversation that 140 characters can’t touch. A well-timed phone call can add a personal touch that may help your pitch avoid the chopping block.

3.       Finding the Right Platform

New media is the new wave, but we shouldn’t assume that makes it the right fit for everybody. For example, consumer-facing companies are driven by the need to engage and discuss with a broad audience. However others have a very niche audience. If I was selling pipe cleaners for a living, setting up Facebook and Twitter accounts might be an incredible waste of time and money. Know your audience and what works best for them – even if it’s an older model. That isn’t being “traditional” – that’s just smart PR.