The importance of traditional media that includes TV, print ad, radio is still important although we are living in the era of social media and blogging. It has become more important today as compared to the last decade. The PR people who are diverting their attention to the online relations are not making a right move. It is good to include an online part in your PR campaign but there is no reason to leave the traditional media elements.
There are solid reasons for which traditional media is important. The recognition offered by this media is notable as the consumers tend to identify and recognize the major TV & radio stations as well as news papers as compared to the popular blogs online. The story coming through CNN or New York Times is going to have much more impact and reach to the average user as compared to the one coming on a popular blog. The major point here is that a story coming on the traditional media will also come on blogs and social media sites. Another important fact is that these traditional media keep an online presence and their traffic is usually more as compared to top blogs.
It is a fact that bloggers write about what comes in newspapers or TV. So, if you get your story in the traditional media, you will automatically get the online attention. If you have something coming up in the traditional media, you can quote it in your own blog or social media presence.
But it is also a truth that social media and blogging must be the important part of any media campaign and it is critical to drive and control your message that goes through your stories in the media.
Once you know it, it is also an important thing to consider that getting the attention of traditional media is very different from the online media. While using an online approach, you are in direct connection to the user and you are talking directly to them. But this is not the case when you are using traditional media as you have to talk to the paper editors and producer and not the customers. Here, you need to impress the journalist first and prove that your story is worth publishing and compelling for the reader.
This is not about using options as you have to consider both online and offline media for a better reach. The traditional PR campaign will work for you if you want to prove yourself an expert or get the credibility and validation as a news story.