Classic Public Relations
The digitalization of our lives and the changes the media landscape
One might ask the question: is there even such a thing as classic press work? Before communication went digital, things were more defined: the “target media” was print newspapers and magazines, and radio and TV channels. The latter two have undergone their biggest changes since 1984, the year the private radio in Germany was launched.
Despite big changes, classic press work remains the predominant request from our customers. How come? Because appearing in a well-written article in the right media outlet can work wonders. The more digital the customer, the more important the positioning in online media. This is where SEO skills come in handy. In the online world, PR and SEO are increasingly connected.
Ever since the birth of the Internet the subsequent digitalization of our lives, the media landscape has gone through a lot of changes –which have, in turn, transformed the expectations of our customers:
Classic PR vs online PR
Nowadays, a release in the online media is considered by many just as important, if not more, as a clipping in print – all the more so if it includes a backlink. However, this is not a general trend. Our beauty customers are always happy when we manage to get them featured in top media outlets such as German women’s magazines Brigitte or Gala.
Our technology customers also appreciate when we are able to land them a good publication in a top print media outlet. The high-quality specialized media also currently offer the possibility to publish in their e-newsletter, for example.
Such outlets’ themes and target audience are often very specialized, which means that a publication in their newsletter has great chances of reaching exactly the kind of audience our customer is targeting.
Broadcast PR: TV and radio
Private channels mean much more PR possibilities than before in the electronic media. Special interest channels make it possible to address target audiences more precisely.
The application of the PESO model to PR work, dividing the media into 4 categories – paid, earned, shared and owned – has been transformative. PR activities mainly target the earned media, trying to reach the target media without paying extra. But paid PR is also a current trend, as shows the success of “advertorials “, also known as native advertising. The limits between earned and paid media is sometimes blurry. Owned media are not the primary target of PR, unless if trying to obtain backlinks to owned media in the paid, earned and shared media in order to boost SEO.
Social media does not belong to classic media outlets; its dialogue-based structure based makes it fundamentally different from other media.