The Beginners Guide to Traditional PR & Digital PR


A brand is not what a marketer tells consumers about, but what consumers tell each other about it. In this era, consumers are not just sharing content but are also creating content which has completely changed the approach of how Public Relations communication should work. 
Public Relations is indeed not an easy term to define. It belongs to the territory that will never stop throwing up surprises in the marketing world. Bill Gates once said, "If I was down to my last dollar, I'd spend it on Public Relations."
In 2016, Star India Pvt. Ltd. launched a PR campaign #CrossTheLine that showed the extraordinary stories of ordinary girls? The campaign was designed to increase the viewership of Women’s Kabaddi Challenge and within a month of its release, it has reached over 125 million citizens and 218.2 million impressions (surpassing the viewership figures of the whole UEFA Euro Cup 2016); this is how PR works! There are two forms of Public Relations, Traditional PR and Digital PR, which are differentiated by their tactics and ways of reaching the target audience. 
Some of you might think that Digital PR has taken over Traditional PR but is it really true? The central aim of Traditional PR is to make people aware of the brand. The media tactics of Traditional PR are diverse such as crisis management, trade shows, press outreach with special focus in traditional media such as Newspaper, TV and Radio.
Digital PR, on the other hand, includes everything such as brand awareness, online visibility, products/services launch, lead generation and direct sales. It uses online channels such as authority publications, online magazines and social media influencers & bloggers. Also, when it comes to measuring the effectiveness of these campaigns, it becomes very easy to edit or track a digital PR campaign which commonly includes sponsored articles, video content, guest posts, and online press releases. 
There is an old saying “Advertising is what you pay for; Publicity is what you pray for.” Still not many businesses take PR as seriously as they should, which is one of the reasons, they fail to survive.
The Marcom Avenue is an integrated marketing and communications agency based in Gurgaon. So, if you are looking for an agency that can guide you in creating a unique PR Strategy and execute it, we’d be happy to help.

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