Four Reasons to Embrace Digital Media

By Savannah Isner
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The media have historically always shared news through traditional platforms such as print, television and radio. But in our increasingly digital age, the media is quickly embracing digital mediums (such as social media, blogs and apps) as valuable ways to share their stories.

While many clients tell us that their goal is to be featured on TV or in a print publication, we are seeing increased value in being featured on a media outlet’s digital platform. So, whether it is an online version of a print publication, a TV station’s social media platforms or a magazine’s app, the digital era is on the rise.

While earning traditional media coverage is still a great feat, it may be time to start embracing the value of dynamic digital media coverage. Here are four reasons why:

Longer Shelf Life

Getting coverage on traditional mediums like TV and print is great. But your content lives and dies with that TV segment or that magazine issue. With digital coverage, your company’s message can be found online indefinitely. This is great because it means people will have quick access to a library of media coverage your company has received over the years.

SEO Opportunities

To that end, more online coverage means link building for your company, which is great for search engine optimization (SEO). Getting quality links from high authority sites and relevant sites can increase your ranking in search engines. Also, the further your online presence, the more visible your brand can be — if your public relations activity is limited solely to print publications and televisions, you’re missing out on an opportunity.

More Space for Coverage

Television and radio reporters need to fit their news stories into 30-minute or one-hour programs; newspapers have limited pages; and nowadays, magazines seem to have more ad space than news content. But online, there are no space restrictions. How is this a win-win for you? Well, because there is endless space for stories, digital reporters are constantly searching for new content to share on their website. And when writing these stories, they don’t have to cut down your content to squeeze into a one-minute television package or a tiny box on a print piece — they can share the full story with no restrictions.

A Wider Audience Reach

The amount of people who get their news from mobile and online viewing has gone up from 54% in 2013 to 72% today. Traditional media outlets don’t want to lose this audience, so they are beginning to integrate online platforms into the reporting structure. Social media, particularly Facebook, is now considered a common place for people to consume news. This means televisions stations are capitalizing on Facebook Live to quickly share content with their viewers rather than having to produce a piece for on-air viewing. Online content is also highly shareable, so if you work with a media outlet to produce something that is particularly thought provoking, informative or humorous, you have a good chance of it getting shared digitally.

Audio is also showing signs of transition. While radio stations are still widely popular, they too, tend to have tight time restrictions for each segment and are largely only listened to in transit. As a result, media outlets such as radio stations and newspapers are embracing podcasts, on-demand online audio segments that are slowly growing in popularity — particularly among young adults. Instead of the standard sit-down interview, reporters are spending more time with their subjects, recording the interview and sharing it through a long-form podcast. We often secure interviews for our clients with relevant media outlets’ podcasts such as this one about Maryland’s burgeoning offshore wind industry.

Want more information on how your company can capitalize on the digital movement? Contact us today!

 

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