Over time, both services have evolved. Digital PR has shifted from working with bloggers to obtain links, to working with journalists. Traditional PR, on the other hand, now focuses on online coverage alongside offline because of the turnaround time. Why? Online coverage has become the quickest and most successful way to earn coverage and consumers are increasingly engaging with online media, according to the latest Digital News Report

Both services in a nutshell:  


Traditional and digital PR might have different processes, but the goal is ultimately the same: to help brands sell. If the goal is the same, why do businesses keep them separate? 

Adapting to the pandemic

The line between both services is fading, and COVID-19 has completely transformed the way PR functions, fast tracking PR teams to become problem solvers and quick thinkers. Enabling them to react to several scenarios. 

For example, maybe your digital PR team was set to launch a campaign in summer 2020, but it didn’t get the pick up they were hoping for. Instead, they had to adapt and gain that link target through other methods, like newsjacking.

Similarly, journalists and brands can no longer attend product launches and press events. Instead, to fill the lack of coverage, your traditional PR team has to reactively push editorial and data-led content around the products to ensure pick up online. 

Each scenario is a perfect blend of traditional and digital PR tactics collaborating to achieve a campaign goal. Both target coverage using commentary, thought leadership and reactive campaigns. Both are data-led and content savvy. Both strive to get quality publications mentioning brands. The only difference lies in whether the campaign goal is links or mentions. 

The new normal

PR has adapted in response to the pandemic, and going forward, we will see more PR teams become aligned or even merge. Imagine a constant flow of coverage every month consisting of mentions, long-form thought leadership pieces and data-led articles, all complimenting a hero campaign running in the background, which creates more content and links to your website. 

This approach means you rely less on campaigns or press events and readies you for the ever-changing media landscape. The goal is to achieve coverage, no matter the process, but with specified KPIs. It’s the perfect balance of proactive and reactive campaigning. 

The biggest question you should ask yourself when investing in PR is “what do I need PR for and how can it help my business?” Ask yourself whether incorporating online outreach could assist in your SEO strategy, or if widening your coverage target could help to build your brand awareness. Investing in an agency that can give you a well-rounded, tailored service will allow you to consistently achieve your business goals.

PRs are decision makers, creative thinkers and problem solvers. Adapting and changing is what we do best, and the future of PR depends on it. 

If you’re looking for an integrated traditional and digital PR solution, get in touch with us.