There isn’t a doubt about the fact that our world has been rapidly moving towards digitization. Especially ever since the pandemic struck the world last year, a lot of our day-to-day activities are now done digitally; whether it is attending a meeting, working out with a trainer, or socializing with your friends. The KPMG report from last year too highlighted a vast growth in the digital sector.
When we talk about the many tools of communications, especially PR, there is undoubtedly an increase in digital tools. This increase was anyhow bound to occur, given the shift of consumers towards the digital platforms. But does this mean that the traditional PR tools are headed towards their demise, and professionals should not give them any importance? Not at all. Traditional PR tools are still very much relevant, if not more in many cases. Here are some of the reasons why PR professionals should not ignore the traditional tools available:
One drawback that people often bring up when talking about the debate of traditional v/s digital PR is that traditional PR tools often cannot be accurately measured, when we talk about the impact and figures of impressions. But that also means that there is a higher chance that your message will be received by a much larger set of audience, without you having actively targeting them. This could help to reach to a consumer base that the brand hadn’t even taken into account, and result in a larger reach for them.
Facts and Figures
Yes, the reports show that digital is growing rapidly in India. But the same reports also show that there are still many people owning and actively engaging with television, radio, and print mediums. These numbers are enough to make every professional realize that the traditional mediums are still the primary medium in many cases for brands. Many reports also point out that these traditional mediums for many people are still the primary source of entertainment and information for many people in India and the internet for them is just the secondary one. A customer is more likely to engage with a post you put on your social media handle if they have seen your brand on television or have read about you in their morning newspaper. Being the PR Agency in Delhi, we make sure that we put both mediums to good use.
Increased Brand Awareness
When an important goal of the organization is to create or increase the brand awareness around their brand, traditional tools are preferred over the digital ones. With traditional tools like newspapers, magazines, television, radio, and event management, a consumer is more likely to actively engage with the brand’s presence, rather with online tools. That is why a lot of brands often opt for a mix of both digital and traditional tools, so that the chances of the customer engaging with the given content increases.
PR and marketing professionals often debate as to which of the tools are better to use. But the truth is that it majorly depends on the brand and what are their objectives, and also on their positioning in the market. Both traditional and digital tools have their own pros and cons and a lot has to be considered before a brand decides on the mix they would be using. Yes, the world is becoming more digital by the hour, but that has not impacted the relevance of the traditional PR tools available. To an outsider it might seem like the digital tools are the relevant ones, but so much information available today has proved time and again that traditional tools are not going anywhere and are very successful still to this day, in so many ways.