The Importance of Traditional Media in a Digital World
In the interest of fair discloser, I write this as a recovered reporter and news director and current PR practitioner.
The worlds of traditional and digital media are closer than might at first glance appear. I am a big proponent of digital media but the first thing I do every morning is read the print editions of the Wall Street Journal and our local county newspaper, the Daily Local News, both of which I have home-delivered.
Having written that, I will still cop to visiting the websites of any number of news aggregators throughout the day to get additional details in specific areas, such as sports, finance, or health care.
Similarly, any print journo worth his or her salt has a presence on the web, especially services like Twitter and Linkedin, and is also a consumer of digital information from traditional and non-traditional sources, such as blogs like the Lobster Shift.
Traditional and non-traditional new sources should be complementary not exclusive in your PR campaign.
How this will work depends on your target audience.