What is the right mix of social and traditional media to use in public relations outreach?
Should you forgo news media in favor of communicating through social media? Can a tweet or Facebook post replace a news release?
The answer comes down to one simple factor: reaching your audience.
PR, marketing and communications professionals all want to deliver specific messages to their audience. They then want their audience to understand, remember, and act on those messages.
Will you reach every potential customer, donor, stakeholder, business partner, taxpayer, etc. using just one channel of communications? Probably not.
Do most organizations have the reach they need on social media to communicate with the constituencies that are important to them? How effectively you reach your audience via social media depends in large part on the size and composition of your following, as well as your ability to get retweets, likes and other interactions. Reaching an audience through social media can be hit or miss, but when you do, social media gives you the ability to interact with your audience online.
Traditional news media outlets still have the audience and credibility. Look at the number of Twitter followers for CNN Breaking News (over 13 million), The New York Times (more than 9 million), Wall Street Journal (greater than 3 million), and the Washington Post (over 2 million). That does not include the number of people who read these news outlets in print and online.The best communications programs use a mix of vehicles to communicate.
So the next time you’re looking to get the word out, go ahead and throw some social and traditional media into your communications blender, mix, and serve.