What Are Ways to Adapt Traditional Media Relations Tactics to the Digital Landscape?


    What Are Ways to Adapt Traditional Media Relations Tactics to the Digital Landscape?

    In the fast-evolving realm of media relations, we've gathered insights from seasoned digital marketing specialists and senior editors on adapting to the digital world. From engaging in online conversations to shifting focus to digital influencers, discover the seven innovative strategies these professionals have successfully implemented.

    • Engage in Online Conversations
    • Amplify Message with Influencers
    • Utilize Social Media for Press Releases
    • Influence Target Audiences with Niche Collaborations
    • Prioritize Authenticity on Social Platforms
    • Expand Reach with Social Networking
    • Targeting Influencers Over Journalists

    Engage in Online Conversations

    At an HR conference last year, 2023, rather than relying solely on emails and press releases, I immersed myself in the online chatter using platforms like LinkedIn and Twitter.

    Now, picture this: The topic was child care benefits, a subject close to many hearts. I jumped into conversations with HR professionals and journalists, injecting insights and anecdotes into the mix. It was like hosting a virtual roundtable discussion, where ideas flowed freely and connections were forged.

    The results were beyond expectations. Not only did we secure interviews with notable publications, but we also fostered a sense of community among conference attendees and speakers at the event. The key takeaway? In today's digital age, traditional media tactics need a modern makeover. By embracing online platforms, we can amplify our message and engage with audiences in meaningful ways. So, let's keep pushing boundaries and redefining what it means to connect in the digital landscape.

    Roxanna White
    Roxanna WhiteExperienced Marketing Specialist (8 years), Self Employed

    Amplify Message with Influencers

    One way I've adapted traditional media relations tactics to the digital landscape is by leveraging social media influencers to amplify our brand's message. Instead of solely relying on press releases and traditional media outlets, we collaborated with influencers whose audiences align with our target demographic. By creating authentic content and engaging narratives, we were able to reach a wider and more engaged audience. The results were significant as we saw increased brand visibility, higher engagement rates, and ultimately, a boost in sales. One key takeaway from this example is the importance of building genuine relationships with influencers and ensuring that their values align with our brand's mission and messaging. Additionally, it highlights the power of leveraging digital platforms to extend the reach of traditional media relations efforts in today's digital age.

    Divya Ghughatyal
    Divya GhughatyalDigital Marketing Specialist, Gleantap

    Utilize Social Media for Press Releases

    In adapting traditional media relations to the digital landscape, I leveraged social media platforms for press release distribution. Instead of solely relying on email pitches, I used Twitter to directly tag and engage with journalists and influencers in my industry. This approach not only broadened the reach but also facilitated real-time engagement. For instance, by tagging a well-known tech journalist in a tweet about our latest product launch, we secured a feature in a major tech publication. The results were impressive, with a significant increase in website traffic and media coverage. This experience highlighted the importance of evolving with the digital age and the power of direct engagement on social platforms.

    Abdullah Prem
    Abdullah PremDigital Marketer, Bloggersneed

    Influence Target Audiences with Niche Collaborations

    As a digital marketing expert, I've successfully adapted traditional media relations approaches by utilizing influencer collaborations. By interacting with influencers in specific niches, I was able to use their dedicated followers and unique opinions to effectively reach my target consumers. This strategy not only raised brand awareness but also delivered significant traffic to digital channels. The results were impressive, with a considerable increase in engagement and a more customized relationship with the audience.

    I concluded that influencer marketing can be helpful in reaching specific target audiences and increasing engagement. When done correctly, it may foster genuine ties between brands and customers. However, I would also suggest you always carefully select influencers whose beliefs match your brand.

    Kartik Ahuja
    Kartik AhujaDigital Marketer, kartikahuja.com

    Prioritize Authenticity on Social Platforms

    I've adapted our traditional media relations tactics by prioritizing authenticity when engaging with journalists, media outlets, and market experts directly through social media platforms.

    Using platforms like Twitter and LinkedIn, I can establish connections, engage with their content, and participate in relevant discussions. It offers a way to personalize pitches and press releases, and share compelling content aligned with their interests. Social listening tools help me identify opportunities to contribute and track relevant conversations in real-time.

    This has allowed me to enhance my targeting, increase visibility, and bypass traditional gatekeepers. In my opinion, direct engagement builds credibility and fosters stronger relationships with whoever I am trying to connect with. Real-time interaction allows for dynamic communication strategies and feedback loops.

    This approach has led to increased media coverage, improved relationships with journalists and field experts, and a better understanding of their preferences. By integrating digital channels, my team and I drive more effective media relations and achieve tangible results in today's landscape.

    Sandra Carpanzano
    Sandra CarpanzanoMarketing Lead- Digital Media Strategy

    Expand Reach with Social Networking

    The Center for Study of Science, Technology, and Policy (CSTEP) is a research-based think tank in India working in specific research areas such as climate change, environment, air pollution, renewable energy, and e-mobility. We collaborate with publications and journalists writing on these research areas for our media outreach activities. Although we continue to use the traditional media approach to build connections, we have adapted to the emerging digital media landscape by tapping into the potential of social media.

    We use social networking platforms such as X (formerly Twitter) and LinkedIn to identify, network, and connect with relevant journalists and publications. Connecting online helps us make the right connections faster as opposed to traditional methods of visiting or calling media houses to inquire about relevant reporters. Also, using these online platforms, we have been able to connect and collaborate with international reporters and media outlets without limiting ourselves to only national and local publications.

    Effective use of social media has helped us expand and diversify our media database and bring greater visibility to CSTEP by reaching a global audience. Connecting efficiently to the right publications ensures that our research reports and studies reach the target audience, which in our case are policymakers and government officials, leading to greater organizational visibility overall.

    Pratah Jain
    Pratah JainManager Communication - Media Relations, Center for Study of Science, Technology and Policy (CSTEP)

    Targeting Influencers Over Journalists

    One of the coolest things we've done at Carnivore Style is take our traditional media relations tactics and give them a digital spin. You know how we used to send out press releases and pitch stories to journalists? Well, now we've turned those pitches into killer email campaigns targeting online influencers and bloggers in the food and lifestyle niche. Instead of hoping for a feature in a magazine, we're aiming for mentions on popular food blogs and social media platforms.

    By shifting our focus to digital influencers, we've been able to reach a much broader audience and generate a ton of buzz around our meat products. Plus, these influencers have super-engaged followers who trust their recommendations, so it's been a fantastic way to build credibility and brand awareness.

    The big takeaway from this experience? Embrace the digital age! Traditional media still has its place, but don't underestimate the power of online influencers and digital platforms. By adapting our tactics to the digital landscape, we've been able to stay relevant and keep our brand front and center in the minds of consumers. It's all about staying agile and being willing to try new things to connect with your audience in meaningful ways.

    Gabrielle Yap
    Gabrielle YapSenior Editor, Carnivore Style