As we advance deeper into the digital age, small businesses are constantly discovering new ways to promote their work. We now live in a digitally savvy age, and most SMEs are utilising new channels, making the most of new technology and jumping on trends to promote their brand.
More and more, small businesses are producing shiny new websites, posting blogs and joining conversations on social media to ensure they don’t lag behind and remain competitive.
Inevitably, the practice of PR has had to adapt in order to keep up with the pace of new media, but has the digital revolution rendered traditional forms of PR for small businesses obsolete?
Resurgence in traditional media outlets
Once upon a time, print, radio and television were the only accessible platforms for small businesses to promote themselves, and – even with the growth of new media – these platforms are still going strong.
There is still a huge and increasing demand for traditional media outlets – in fact, some publications have reported a resurgence in them. The New York Times and the Washington Post have both surpassed their digital counterparts – The Huffington Post and Buzzfeed – in terms of readership, with both publications reporting a substantial grown year-on-year.
There’s still a place for “old school” PR in today’s modern world, because not all consumers are alike. Traditional media outlets have a rich history – some people still like to hold a physical newspaper in their hands, whereas others are happy to search the web for their news. In short, every individual has a preference on how they like to consume news.
A good PR agency will identify what their clients’ target audience is reading, and forge relationships with these outlets to ensure they get the best results for their client. This is more important for SMEs, who will want to build their reputation quickly and effectively.
According to YouGov, 90% of people aged over 55 read the newspaper – if your target audience falls within this demographic, then your agency needs prioritise getting your company into the newspapers. After all, these are the people who are going to end up buying your product or service. If your proposition is aimed at over 55s but you only appear on social media, there’s a good chance you’ll be missing a large portion of your potential market.
The digital age is transforming the way we traditionally consume media, but it is not replacing it.
The Press Release is not dead
As the practice of PR evolves to keep up with the digital age, one time-honoured relic refuses to be pushed aside. The traditional press release is one of the longest-standing PR tools out there, and it’s going nowhere.
A simple press release gives small businesses the opportunity to get across their unique and innovative message to the press in the form of a short, but comprehensive document – journalists still welcome a correctly written and well presented press release.
Social media has become a popular news distribution channel, but, we don’t envisage the humble press release being replaced just yet.