Seeing the value in both
Traditional PR methods tend to be considered as those that focus on print media such as newspapers and magazines, as well as television and radio. Such methods were being used well before the development of the Web 2.0 and the proliferation of online campaigns we see today.
However, traditional methods still hold value in today’s PR world. At Sapience Communications we see the value in traditional PR as well as modern – our media training works to ensure that messaging and delivery is fine-tuned to resonate with the people reading, listening or watching you.
Moreover, the need to build robust relationships with influential journalists and publications has by no means diminished in importance over time. Our experienced team of experts have worked with many journalists from publications such as The Economist, The Independent and The Times.
The power of digital
Modern PR methods, on the other hand tend to utilise the incredible reach of the digital world. This encompasses online news sources, blogs, websites, and the power house that is social media. Even the world of institutional financial services, for instance, Sapience has helped the finnCap Group secure wide-ranging coverage through a bespoke social media campaign.
Today’s PR strategies may also look incomplete without other channels specific to the digital world, such as SEO. Research suggest that 93% of online experiences begin with a search engine such as Google, and 75% of people never scroll past the first page! Sapience has the expertise and resources to create tailored search engine optimisation (SEO) plans to boost the visibility of your businesses.
Sapience can also offer specialist data analytics consultancy to help you to identify what will work best for your business. This includes services in market research, business intelligence and all-important SEO analysis.
During the pandemic, PR methods have shifted once again. To an extent, the pandemic has accelerated the shift to more digitally focused PR methods. The decline of the physical has led to online publications and social media platforms such as Twitter, Facebook and Instagram being more influential than ever before – now with over 3.8 billion users.
Is modern PR really all non-traditional?
With all this in mind, it is clear that the lines between traditional and modern PR are much more blurred than these two labels would suggest. Ultimately, they share the same goal. Any PR strategy aims to generate awareness, communicate messages, and promote positive stakeholder engagement.
If you’re looking for experience and expertise in the world of PR - through both “modern” and “traditional methods” – find more information about Sapience Communications and our services. We a PR & communications consultancy based in London but we operate internationally.