The views expressed by the business participants are their own.
Can influencers be journalists? Do old-school tricks for getting the latest scoop still work? How is a story told in this age of instant gratification and viral content? In the whirlwind of digital innovation and the growing influence of social media giants, there is something reassuring about the traditional earned media of TV, radio, print and podcasts. It’s like that trusty old leather jacket in a sea of fast fashion: It may not scream “cutting-edge,” but its value and style are endless.
This platform, often considered a relic of a bygone era, continues to hold large audiences and plays an important role in shaping public opinion. Social media influencers and digital marketers may declare traditional media channels obsolete, claiming that new, brighter methods are more direct and impactful.
But if you ask my clients (the CEOs and founders of some of the most exciting products on the market today), you’ll get the exact opposite answer. The word traditional sounds even … a little traditional. Instead, let’s use a moniker proven… proved the media that gets that job done. Why, you might ask, does traditional media continue to hold court in an age full of newness and modernity? Is it nostalgia for the “good old days,” or is there something inherently powerful about these traditional channels that modern digital techniques can’t replicate?
Let’s break down the layers and explore six reasons why traditional media still reigns supreme despite all the advances and the allure of digital instant gratification.
Related: What The Suite Needs To Know About The True Power Of Earned Media
1. Trust and honesty: The gold standard
Central to the media’s traditional appeal is its unparalleled ability to build trust and credibility. There’s a big difference between seeing a sponsored post pop up in your social feed and watching a CEO give an insightful interview on a morning news show. The first one may catch your eye, but the latter holds your trust.
This trust comes from the rigorous vetting process found in traditional media sites. Journalists and producers are trained to research and scrutinize, to ensure that the news they broadcast is not only collaborative but reliable. This level of credibility is golden for any brand that aims to build a strong reputation.
2. Stand out with authenticity
In today’s markets, authenticity sells. Consumers are more informed and skeptical than ever; they can spot a sales pitch from a mile away and turn around quickly if they feel cheated. Traditional media provides a platform for authentic storytelling. It allows brands to tell their story on a human level — whether it’s an in-depth interview, a featured article or a documentary segment. This authenticity helps create a deeper connection with the audience, turning casual viewers into loyal customers.
3. Improved reach and exposure
Let’s talk numbers. While it’s true that a viral tweet can reach millions overnight, the audience for a well-placed TV segment or front-page article is not only large but diverse. Traditional media channels bring your message to a wider audience, from millennials tuning in to their favorite podcast to the older generation reading their morning paper. More importantly, exposure is often amplified through multiple touch points. For example, a piece of news can be shared across online forums, discussed on radio shows and included in subsequent articles. This ripple effect means that a single media exposure can multiply in impact, extending the reach beyond the initial audience.
Related: Why Media Earning Is The Best Way To Get Your Reputation
4. Using legacy networks
There is something to be said about the established networks of traditional media working within. These are not just channels; they are institutions with deep connections and wide reach. Getting your brand featured in a place with decades of industry authority can open doors that aren’t available in new media channels. It puts your brand next to respected figures and trusted organizations, which can be a game changer for companies looking to make a big impact in their industry.
5. Integration and digitalization: The best of both worlds
Now, I’m not saying we’ve given up on digital – far from it. The trick is to use the power of traditional media to strengthen your digital marketing efforts. Think of a high-impact TV interview that’s turned into bite-sized social media clips, a thoughtful op-ed that’s expanded into a series of blog posts or a radio mention on Twitter with a webcast link. By combining traditional media coverage with digital strategies, you create a comprehensive campaign that promotes credibility and modern reach.
6. The long game: Building a brand legacy
Traditional media not only spreads quickly; it’s about playing the long game. The depth of coverage these media forms provide means your brand’s story is told in detail and in a subtle way. This is not just a flash in the pan; it’s about building a narrative that has weight and authority to contribute to the brand’s legacy. Over time, this can establish your brand as a leading voice in your field, which can have lasting benefits for growth and expansion.
Related: 6 Ways to Squeeze All the Value Out of Your Earned News Program
Embracing tradition in an age of innovation
In the digital age, when the new and shiny can be very attractive, it is more profitable to stick to the proven methods of traditional earned media. It provides a depth, authenticity and credibility that is difficult to replicate in new media forms. By weaving these traditional threads with digital strategies, brands can create a media presence that is not only comprehensive but compelling. So, while it’s good to keep up with the times, remember that sometimes, the old ways are still the best ways to make a real impact.
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