Traditional media, including billboards, radio, newspapers, magazines, and television have existed for several decades and businesses have depended on them for achieving their communication and marketing goals.
Before now, public relations depended on the use of traditional media for providing solutions to the corporate communication and reputation management needs of organizations.
PROS OF TRADITIONAL MEDIA:
- Traditional media are generally perceived as a credible source of information.
- The inclusion of traditional media in public relations executions aids in the elevation of a brand’s image.
- Traditional media affords an organization the opportunity to reach a large audience through the use of billboards, TV commercials, print advertising, etc.
- Traditional Media provides flexibility in production. Organizations are free to reproduce their communication ideas to suit their needs.
DOWNSIDES OF TRADITIONAL MEDIA:
- Lack of direct and two-way communication.
- Marketing efforts and metrics through traditional media cannot be easily tracked.
- Publishing of information or news as an individual or organization may be restricted. You may need to be a member of an agency in traditional media before your information is published.
- With traditional media, it is difficult to target specific audiences or viewers as they may not share common attributes/interests with the organization or brand.