Traditional PR vs Digital PR


With the rise of the internet, some people claim traditional media activities are now irrelevant. While maximising positive social media and online media coverage is important, the experts at Adoni Media say traditional media coverage can carry greater credibility.

Digital and traditional PR must now be used simultaneously, and effective Public Relations professionals know how to target both to increase brand awareness across a wide range of audiences.

Traditional PR

Traditional PR has a large reach, focusing mainly on mainstream media outlets such as television, radio, magazines, and newspapers. It is important for practitioners in this realm to have a plethora of media contacts who they can easily reach out to in order to get their story published. PR practitioners can pitch exclusives, write media releases and hold media calls to attract traditional coverage.

Digital PR

The Internet has vastly increased the number of outlets PR professionals can use to get a brand in front of its relevant audience. It is important for communications specialists to build contacts with key bloggers and influencers as they have large reach and loyal followings. Unlike traditional media where a journalist writes a story, PR specialists may be required to write content for online sites. The pick-up of online stories can be faster in the digital space and audience interactions can often be more easily measured.


Many traditional outlets are transforming in the digital age to leverage digital, mobile and social platforms. This is giving a large overlap in strategies and is further helping PR professionals to share news coverage.

Communications consultants need to be wary of the intersection of new and old media. It seems most fitting to employ both traditional and digital media coverage to develop a well-rounded approach.