A Look at Traditional Media: How the Landscape Has Shifted and What It Means for Businesses

We always talk about how we love to mix both traditional and non-traditional tactics in any strategy. In some cases, we’re almost forced to build strategies that way. When in comes to public relations – media relations specifically – the term “traditional media” gets thrown around a lot. Traditional media generally refers to print newspapers, glossy magazines, radio broadcasts, and television news programs. For decades, these mediums dominated the landscape, shaping public opinion, informing the masses, and serving as the primary channels for businesses to reach their audiences. However, there has been an incredible shift in the traditional media landscape over the past decade or so. And the shift started slowly even before that. Consumer behaviour, economic downturn, and the way we do business have all affected this shift in the landscape. We know it exists, but what does it mean for businesses who are trying to generate buzz with a more traditional PR strategy?

Major Shifts in Traditional Media

Print media crisis

While I will always love how a glossy magazine feels in my hands, the reality is that technology is making it harder and harder for print media to continue on as strong as it once was. Adding to the decline, there is a growing distrust in traditional media, making it harder for many journalists to carve out a voice. All of this had led to a dramatic decline in newspaper and magazine circulation – and a race to digitize outlets that were once solely focused on print. Information is more accessible than ever with the internet and smart phones, so the new challenge is figuring out how print media can fit into the landscape as a whole.

Digital platforms taking over

Digital platforms, including social media, blogs, and online news sites, have revolutionized how people consume content. We want instant access to information because we can get it. These platforms not only offer instant access, but there is also a high level of interactivity and a personalized user experience. While many people looked to social media to access their daily news and information, Canadians have faced certain challenges related to government regulations that block external news links on social platforms such as Facebook and Instagram. The thing is, once the cat is out of the bag, it’s hard to put it back in so, while traditional news sources haven’t been able to reach Canadians, other digital sources are popping up along with a lot of misinformation related to trying to get information out the fastest.

Transformation of Television and Radio

Television and radio have been affected by changing technologies as well with the launch of several streaming services such as Netflix, Hulu, and Spotify. Audiences consume TV shows, movies, and music differently and on-demand content, personalized playlists, and the ability to skip commercials have transformed viewer and listener habits. TV and radio broadcast outlets have had to adapt to changing tastes. One example is a growing focus on podcasting rather than traditional radio formats.

What This Means for Businesses

Diversify: Don’t put all your eggs in one basket

Companies can no longer solely rely on print ads, TV commercials, and media mentions to reach their target audience. A comprehensive approach that includes digital marketing, social media engagement, content marketing, and influencer partnerships is key to succeeding in this new PR landscape. It will always come down to the customer, and if they are online and on-the-go, then the marketing and PR strategy should reflect that.

Give in to digital peer pressure

It’s not realistic for a business to exist without ANY digital presence. Even a local restaurant should have at least a simple website so they are discoverable and customers can check them out beforehand. While not every digital channel is a good choice for all businesses, websites, social media profiles, influencer marketing, and online advertising campaigns should all be explored to increase visibility and engagement. Search engine optimization (SEO) and search engine marketing (SEM) have also become important tools to drive visibility and traffic on search engines.

Embrace data-driven decision making

One good thing about everything going digital is the easy access to data. Whether you are a large business or a small business this data provides incredible insight into consumer behaviour. Companies can track engagement, measure the effectiveness of campaigns, and make informed decisions related to marketing strategies. Understanding metrics such as click-through rates, conversion rates, and social media engagement is essential.

Content is (still) king

High-quality, relevant, and engaging content is key to capturing and keeping audience attention. Whether a blog post, video, podcast, or social media update, every time a business creates content, it’s important to ask “what value does this add for my customers?” When done right, content marketing not only helps in building brand authority but also in driving organic traffic and fostering customer loyalty.

The shift in the traditional media landscape creates both challenges and opportunities for businesses. It’s time to not only embrace digital platforms, but also to build strategies that that are both flexible and have a broad focus when it comes to channel selection.

If you aren’t sure where to start, book a free 20-minute consultation!