Modern life is currently running very fast, thanks to technological developments that continue to run all the time. We have felt this development in almost all aspects of life and various industries. Including the public relations (PR) industry in Singapore, which is currently divided into two forms, traditional PR and digital PR. Actually what is meant by traditional PR and digital PR? What is the difference between the two forms? Let’s discuss the explanation of each form.
Traditional PR is a form of communication used without the need for the use of the Internet. Focus outreach on traditional media such as newspapers, magazines, TV, and radio. Traditional PR is usually used to describe the strategies used to gain brand coverage in these media.
The tactics used in Traditional PR require such as press releases, reputation management, and fostering good relations with the media and the press (media relations). Traditional PR is very effective for increasing brand awareness. Using TV and Radio is a medium that still has strong influence and wide reach making it easier to increase brand awareness.
In addition, the main component of Traditional PR focuses on brand positioning in media placement. Traditional PR will search, see how their client is portrayed, how the message is communicated and the number of times the client’s brand is mentioned throughout the placement.
In contrast to Traditional PR, Digital PR uses an online-based form of communication and requires an internet network. The tactics used are still the same as in traditional PR, but the difference lies in most of the network and communication that is carried out online and on social media.
In addition to building good relationships with the press, Digital PR is required to build good relationships with bloggers and influencers. With a strong base in digital marketing, Digital PR understands the value of connecting with the new era of journalists and writers – bloggers and social influencers.
This is because Digital PR uses social media as a communication tool. Bloggers have almost the same role as the press, they write news and PR releases and make their content on their blogs.
The press releases and news are packaged in their language so that they seem more personal and relatable to their followers and readers. These influencers have great authority, similar to traditional figures.
They (influencers) have strong followers so that they can help in communicating and have influence in the public. Apart from that digital PR also has the added benefit of impacting SEO and building links across the web. This tactic is easier to measure so it can produce real results data.
Traditional PR vs Digital PR
The use of Traditional PR is still relevant even in this digital age and can help cover the various components of a PR campaign. Building a positive brand image will be the main role of Traditional PR and this is something that will always be beneficial.
But the traditional use of PR has a drawback, namely that it is difficult to measure a concrete metric of the reach of each media placement made by a brand. For example, we cannot be sure how many people have seen a brand that has been published in a newspaper or magazine.
A person may read or buy a newspaper or magazine but not necessarily that person sees and pays attention to the brand. The use of communication channels that focus on traditional media, so it takes extra time and patience, because traditional media takes time to publish, either produce or print.
In contrast to Traditional PR, Digital PR is scalable, direct, and produces shareable content. Digital PR is more specific than the traditional realm but will help grow your brand online and make waves in the ever-evolving digital world.
So from the explanation above, we will ask again which one is better to use for a brand or carry out a PR campaign? In the end, Digital PR or Traditional PR in Singapore are no better than each other. We should run a combination of Traditional PR and Digital PR for maximum use. As in life, one has to balance the old with the new, and it is every PR expert’s challenge to find where that balance is.