TRADITIONAL PR VS DIGITAL PR

Abstract

If you send a press release to a journalist, what is the probability that he will open your email? The chances of it being opened are not high. The ever-increasing reliance on the internet may mean there are more platforms for brands and businesses to get their message out to both the press and potential customers – but it also means standing out from the thousands of others competing in the same space. While networking with journalists and influencers is an integral part of public relations, it represents only a small part of how PR is used by professionals in today's digital age.
The fact is that the world of traditional PR has not moved along with digital developments. Like most industries, public relations have been transformed by the Internet and the massive flow of daily information that accompanies the user of the World Wide Web. The dominance of social media has created an entirely new arena for businesses to build – and undermine – their reputations. The subject of the article is the scholarly view of traditional public relations and digital public relations. The subject of the present work is the comparative analysis between the methods and their strategies for publicity. The purpose of the publication is to highlight the specifics and approaches of digital PR and traditional PR and to prove that both traditional and digital PR have the same goal and the choice of communication method and strategy depends on the client's needs.