The process of traditional PR is very simple, you create a piece, send it to the media and have them distribute it through various ways. But this simplicity is really what makes Traditional PR ineffective and inefficient. The only focus of traditional PR is mass media that is print, television and to some extent radio. The main objective of tradition PR is to enhance the visibility of your brand and increase your brand awareness. But, the moment your prepared piece leaves your desk, you hold no control over it. This is the reason why businesses were ready to accept digital PR so quickly. Event coordination, Press Releases, and crisis communication all fall under traditional PR. Press releases are one of the most used tactics in traditional PR. Traditional PR can be successful when you want to increase your brand awareness but, it is very difficult to track the exact number of people who saw a media segment highlighting your brand or how many readers read an article featuring your company's details. Traditional PR works best when your target audience involves a niche group with readers of a specific magazine or newspaper. You should be good enough in crisis communication to respond publicly and appropriately to a situation which could be responsible for damaging your brand's reputation. You should opt for traditional PR if the product you are promoting works better with face-to-face communication at an event or public gathering.
Digital PR fixates on structuring your reputation for being a perceived idea pioneer and compelling experts in your industry. This is done by building up associations with persuasive online distributions and personalities to expand brand awareness and positive impressions. Like traditional PR, digital strategies are intended to reach your target audience yet with a couple of key differences and unique added benefits. Digital PR use blog posts, SEO, social media, influencer marketing, and promoting your content to make a strong arrangement for campaign deployment. A single digital campaign will use high-quality content and consolidate every single pertinent road of online outreach. The content delivered for a digital PR methodology is based on topics that interest your target market (those they search for and communicate with on the web), and subjects for which they frequently look for an expert's ideas, thoughts, or advice. A digital PR technique is tied in with situating you like that expert.
Both traditional PR and digital PR aim to boost your brand reputation and awareness, they just have different approaches with different methods used. Since nowadays it's difficult to ignore the power of digital marketing, that does not mean you stop using traditional PR completely as there is still a great value in building your brand by reaching out to various media outlets.