Why traditional media still has mega power

In today's digital era, where social media and online platforms dominate communication channels, traditional media engagement often gets overlooked. However, traditional media, including newspapers, magazines, television, and radio, continues to hold significant influence and offers unique opportunities to boost your brand reputation and raise your organisational profile. 

In the week when a media launch for one of our clients created a 'media moment' stretching to CBS News in America, resulting in the website all but crashing as a result of the huge surge in traffic driven through media relations, this blog feels incredibly relevant.

Here are my thoughts on why traditional media engagement remains relevant, especially when used as part of a broader marketing strategy, and how it contributes to the success of your organisation.

Establish Trust and Credibility 

Traditional media outlets have a long-standing history and established reputation. Being featured in respected publications or being interviewed by prominent journalists can lend credibility and trust to your brand. Customers often perceive businesses mentioned in traditional media as reliable and authoritative sources. By leveraging traditional media, you tap into the trust associated with these outlets, which can positively impact your brand reputation.

Reach a Broader Audience

While digital platforms provide extensive reach, traditional media still reaches a large and diverse audience. Broadcast viewing figures remain in the hundreds of thousands or even millions, depending on the outlet, usually far more than owned digital channels will ever reach. Newspapers, magazines, television, and radio have dedicated readership and viewership, allowing you to reach demographics that may not be active on social media or online platforms. By engaging with traditional media, you can expand your brand's visibility and connect with a wider audience, increasing your chances of attracting new customers or clients.

Provide Third-Party Validation

One of the most significant benefits of traditional media coverage is the concept of third-party validation. When journalists or reporters feature your business, it signifies that an independent source has recognised your achievements, products, or services. This validation carries significant weight in the eyes of consumers and industry peers. Positive mentions in traditional media can enhance your brand's perceived value and quality, building trust among potential customers.

Positions You as an Industry Expert

Traditional media engagement presents an opportunity to position yourself or your business as an industry expert. By sharing your knowledge, insights, or success stories in interviews or articles, you establish yourself as a thought leader within your field. This recognition can attract media requests for expert opinions or commentary in the future, further enhancing your visibility and reputation as a go-to expert in your industry.

Creates Tangible Brand Assets

Traditional media coverage generates tangible brand assets that can be utilised across various marketing channels. Articles, interviews, or features in newspapers or magazines can be repurposed as digital content, shared on your website, social media platforms, or included in newsletters. These assets reinforce your brand's credibility and provide valuable content for your audience, driving engagement and establishing your expertise.

Generates Local Impact

For businesses targeting local markets, traditional media engagement becomes even more valuable. Local newspapers, radio stations, and television channels have a loyal audience within their communities. Being featured in local media outlets helps establish a strong presence within your geography, building brand recognition and fostering trust among local customers. It also opens doors to collaborations with other local businesses, organisations and community initiatives, further boosting your reputation.

Supports Digital Marketing Efforts

While digital marketing is essential, traditional media engagement can complement your online strategies. Traditional media coverage can be shared on social media platforms, incorporated into email campaigns, or featured on your website. By combining traditional and digital marketing efforts, you create a comprehensive approach that maximises visibility and strengthens your overall brand presence.

Key takeaways

Traditional media engagement plays a crucial role in elevating your brand reputation and raising your business profile. By tapping into the credibility, broader reach, and third-party validation offered by traditional media outlets, you can establish trust, position yourself as an industry expert, and expand your visibility among diverse audiences. Embrace the power of traditional media alongside your digital marketing efforts to create a well-rounded and impactful brand strategy.