For businesses new and old, there is a holy grail of marketing. Positive PR. Even better, natural positive PR as a direct result of the groundwork put in place by your team.
Today, marketing professionals must straddle a line between social media, advertising in print or digital, creating topical and engaging press releases, maintaining close working relationships with editors, writing charming copy, adhering to marketing budgets, coping with crisis management… the list goes on.
What if we focus only on traditional PR channels?
Traditional PR in a nutshell
We just listed every aspect of a modern marketer’s role, so if we distil this back down to the core of traditional PR what is left?
Before the explosion of digital media there was print. Today many PR professionals seek clicks and engagement online but print media still exists, with many now sharing newsrooms with an online edition making any secured coverage here worth twice as much as digital alone.
Reputable titles such as The Guardian and The Times still see a circulation of hundreds of thousands of copies and can be key targets for media coverage. Tabloid titles such as The Sun maintain a circulation of close to a million copies.
These figures have declined significantly in recent years but when taking into account for the shared coverage online too their appeal remains strong. The Guardian alone sees hundreds of millions of visitors each month.
So, what are the traditional methods of PR?
Step one, the press release. For a business looking to promote their latest product or service, big-wig hire or acquisition the press release remains a go-to form of communication.
When creating a release it is vital to have a target in mind, particularly if crossing mediums and industries. Consider who you would offer exclusivity to, if anyone, and reach out to them first before circulating wider or self-publishing on your website. Editors will often edit a release if they are interested in covering your news so try not to become too attached to your work.
Option two, media relations.
Maintaining a close relationship with editors and reporters is the sure-fire way to get eyes on your news. It is a two-way give/take situation. If you can provide interesting news or features for an editor’s readers, they can provide the audience you are seeking.
Traditionally these relationships would grow from in-person meetings, conferences, phone calls. Now, this aspect of PR remains of importance but has evolved. It is possible to reach thousands of reporters instantly via social media, engaging with their posts and stories to build a rapport without ever actually speaking. Digital PR has not replaced good relationships, in fact it has made them easier.
Not only easier but more widespread. In addition to editors and reporters of newspapers and magazines we now also see value in working with ‘influencers’ and online bloggers who build their own community of followers often with more trust and closer ties than that of a newspaper reader to their title of choice.
National, regional, and local newspapers, print and digital, editors, reporters, influencers, bloggers. A mixture of professional, working relationships across this selection remains as important as ever.
Traditional marketing strategies remain viable
Outside of strictly PR, other longstanding marketing activities remain as prevalent and rewarding today as they always have.
Company newsletters, especially for larger businesses with a large database of recipients, is an easy way to spread news to an engaged audience who have chosen to subscribe to your mailing list.
Working with the local community, sponsoring events or fundraising for a good cause, appearing at tradeshows and business conferences to network. The modern marketing professional should not neglect any of these. Instead embrace how digital platforms have made each easier to handle.
Traditional PR strategies are as relevant today as they were for marketing figures in decades past. If you need a little help with your own outreach the team at Brighter Directions are happy to have a chat and see if we can assist.
Drop us an email at hello@brighterdirections.co.uk or call us today at 01246 586 330.
