In the ever-evolving world of communications, public relations (PR) has taken on new forms as the digital landscape expands. While traditional PR continues to hold value, digital PR has emerged as a powerful alternative for UK brands looking to increase visibility, credibility, and reach. But which approach is most effective for your brand in today’s market?

What Is Traditional PR?

Traditional PR focuses on securing coverage in established media outlets such as newspapers, magazines, radio, and television. The goal is to build a brand’s reputation by placing stories in trusted editorial environments. Methods include press releases, media interviews, press conferences, and event sponsorships.

Whilst we live in a world where digital is King, traditional PR still plays a crucial role in a brand’s marketing. Utilising traditional PR can provide the following benefits for your brand:

• Credibility: Coverage in a respected newspaper or TV programme still carries significant weight with many audiences. Trusted media sources often lend legitimacy and authority to the brand.
• Broad Reach: Traditional media, especially national outlets like the BBC, The Times, or ITV, have wide-reaching audiences, offering exposure to millions.
• Established Relationships: Many UK PR professionals have long-standing relationships with journalists and editors, making it easier to secure coverage in key outlets.

But it also has its challenges, including;

• Declining Media Consumption: Print circulation is declining, with more consumers turning to digital platforms for news. This limits the potential audience for traditional PR campaigns.
• Limited Metrics: Traditional PR often struggles to track precise results. Brands might know that they’ve received coverage, but measuring impact, audience reach, or ROI can be difficult.
• Costly and Time-Intensive: Securing coverage in traditional media often requires substantial effort, long-term relationships, and significant investment.

What Is Digital PR?

Digital PR uses online channels to generate brand awareness and manage reputation. This can involve getting featured on popular blogs, securing backlinks, using social media influencers, or creating shareable content. The objective is to increase online visibility, drive traffic, and improve search engine rankings through a diverse range of digital touchpoints.

With 92% of UK adults accessing the internet daily and 57 million UK residents actively using social media (which is around 87% of the population), digital PR has undeniable reach and advantages, including:

• Measurable Results: Digital PR allows for precise tracking of campaign performance. Brands can measure metrics such as website traffic, backlink quality, social media engagement, and search engine rankings.
• Targeted Reach: Digital PR campaigns can be tailored to reach very specific audiences, based on demographics, interests, or online behaviour, ensuring that the message reaches the right people.
• Real-Time Impact: With digital PR, brands can instantly see how their campaigns perform and make real-time adjustments. Viral content, for example, can exponentially increase brand awareness within hours.

However, as with any marketing avenue, digital PR does have some challenges that would need to be considered for your specific needs:

• Saturation: The online world is crowded with brands vying for attention. To stand out, brands need innovative strategies, and there’s always the risk of getting lost in the noise.
• Rapid Changes: Digital platforms and algorithms are constantly changing. What works today may not work tomorrow, making it crucial for brands to stay updated on the latest trends and tools.

Which Avenue Should You Choose?

The best strategy often lies in a combination of both traditional and digital PR. Traditional PR still offers unparalleled credibility and broad reach in certain cases, while digital PR provides measurable, cost-effective, and highly targeted campaigns.

Ultimately, UK brands that harness the power of both approaches, creating integrated campaigns that leverage the strengths of each, will be best positioned for long-term success in today’s diverse media landscape.

If you’re wondering how you can boost your brand’s presence, contact our expert team today.