In today’s world, businesses have more ways to reach the public than ever before, from influencer marketing to collaborating with popular bloggers. Gone are the days when traditional media had control over the entire public relations (PR) landscape. But even in a world full of ways to reach the public, traditional PR and media still offer value for healthcare practices.
Traditional PR is an umbrella term for conventional approaches to public relations. It can include securing earned placements in the media, or news stories, or it can include developing robust community partnership strategies. It can even include thought leadership and seeking out appropriate speaking engagements. When it comes down to it, as long as it helps your reputation, traditional PR is limitless!
When people think of traditional PR, they often think of news stories, or earned placements. “Media” and “press” are two terms often used interchangeably to refer to traditional news outlets, though they increasingly refer to online news sources as well. An earned placement means that it is free, but the journalist writing the story has complete control over the content. Typically, you do not get to review the story before it publishes. Traditional media placements include stories in newspaper, magazines, radio programs, and in today’s era, online stories and even podcast guest spots.
Even as we become a more digital society, these traditional outlets still matter. According to a 2021 study, Americans consume 347 minutes of traditional media a day, with many turning on the local news at night or the radio during their commute to and from work.
These days, Americans consume about 470 minutes of digital media per day…more than they do traditional media. But if more Americans are consuming digital media, why should you focus on media relations and traditional PR? It offers a couple unique benefits:
If you’re interested in getting traditional press coverage for your healthcare company, it’s best to plan your PR. If you have news you want to share, you can look up the contact information of reporters for local media outlets you want to target and craft an email pitching a story to them. It’s best to pitch individual reporters rather than a mass group, and you should never email journalists from different news organizations together in the same email.
If you’re looking for a more strategic and effective traditional PR or media relations strategy, it might be best to reach out to a marketing or PR agency like Fogg Media.
While there are benefits of traditional PR, a comprehensive PR and marketing strategy should include both digital and traditional channels. If you’re looking for a holistic strategy which pays attention to both, Fogg Media offers a starter package for healthcare professionals looking for a well-rounded marketing strategy. This program includes: