In today’s PR landscape, it seems like every other day a new buzzword emerges to complicate the lives of franchisors and business owners. Enter “digital PR”. It’s everywhere, and while it’s undoubtedly powerful, it’s also leaving many brands scratching their heads. What is digital PR? How is it different from traditional media relations? And do you really need to choose between them? Here at Rev, we believe in demystifying these terms and helping you create strategies that work. Let’s dive in.
Traditional media relations: Tried, tested, and trusted
Traditional media relations is what most people think of when they hear “PR”. It’s the bread and butter of the industry and involves working directly with journalists, editors, and producers to secure coverage in print newspapers, magazines, TV, and radio.
Key features of traditional media relations:
- Relationship-based: Success relies on strong relationships with journalists. These connections enable PR professionals to pitch stories effectively and secure placements.
- Editorial credibility: A published article in a reputable outlet acts as third-party validation for your brand, building trust and credibility.
- Targeted reach: Whether you’re aiming for local, regional, or national exposure, in trade press or more broadly, traditional media outlets cater to specific audiences, helping you target your ideal prospects.
- Longevity of impact: Print articles and TV features can leave a lasting impression, especially among audiences who value tangible, well-vetted content. And, as it happens, with the rise of disinformation, this is becoming more and more important to audiences – and prospects – as they look to make a serious investment in their future.
Traditional media remains a critical part of a robust PR strategy, particularly in franchising, where credibility and trust are the currency of successful recruitment.
Digital PR: The buzzword explained
Digital PR may sound new, but at its heart, it’s an evolution of traditional practices designed for the digital age. It focuses on building a brand’s online presence, leveraging modern tools and channels to amplify reach. Think SEO-friendly articles, influencer collaborations, viral social media campaigns, and backlinks from authoritative websites.
Key features of digital PR:
- Online focus: The aim is to generate online coverage, such as features on news websites, blogs, and industry portals.
- SEO benefits: Securing links to your website from high-authority domains can boost your search engine rankings and drive organic traffic.
- Social media integration: Platforms like Instagram, LinkedIn, and TikTok play a big role in campaigns, engaging audiences where they spend their time.
- Speed and metrics: Digital PR campaigns often move faster than traditional ones, and results are measurable through analytics like clicks, shares, and website traffic.
Traditional vs Digital: Does one replace the other?
Here’s where the confusion often lies. The rise of digital PR doesn’t mean traditional media relations is obsolete. In fact, they complement each other beautifully when integrated effectively. Here’s how they stack up:
| Aspect | Traditional Media Relations | Digital PR |
| Audience | Print readers, TV viewers, and radio listeners | Online users, social media followers, and blog readers |
| Goals | Build trust and credibility through editorial validation | Increase online visibility, traffic, and SEO rankings |
| Channels | Print publications, TV, radio | News websites, blogs, social platforms |
| Metrics | Reach, impressions (and ad-value equivalent (AVE) if you’re old-school) | Backlinks, social shares, website traffic, engagement |
| Longevity | Lasting, particularly for print | Immediate but shareable for extended reach |
Why you need both in your PR strategy
For franchisors, the goal is often twofold: recruit franchisees and support franchisees with local and national exposure. Traditional media relations helps establish your brand’s credibility in well-known outlets, while digital PR ensures you stay relevant in a world where content is increasingly consumed online.
Here’s an example:
- A traditional media relations campaign might involve securing a feature about your franchise’s success story in The Times. This builds trust with high-net-worth individuals researching investment opportunities.
- Meanwhile, a digital PR campaign could generate backlinks from top business blogs and social media buzz from an influencer partnership, helping your brand rank higher on Google when potential franchisees search “best franchises to invest in.”
How to strike the balance
- Understand your audience: Tailor your strategy based on where your prospects are looking. Prospective franchisees are often searching online and vetting brands in traditional outlets simultaneously.
- Leverage expertise: Work with a PR team (hint: us!) that understands how to integrate traditional and digital approaches seamlessly.
- Set clear goals: Want to boost local visibility for franchisees? Use traditional media relations. Want to drive website traffic? Digital PR is your answer.
What does all this mean for franchisees?
As a franchisee, your role is to build awareness and trust in your local market. The balance between traditional media relations and digital PR can make a significant difference to your success.
Traditional media for local awareness
Traditional media remains a key player in local PR efforts. Securing coverage in regional newspapers, magazines, or local radio stations can position your franchise as a trusted community brand. These outlets often cover:
- Grand opening events or anniversaries.
- Human-interest stories about your team or business journey.
- Partnerships or sponsorships with local charities or events.
By focusing on traditional media relations, you establish a reputation with your immediate audience – your local customers and stakeholders who prefer consuming news through established channels like the local paper.
Digital PR for engaging the community online
On the other hand, digital PR lets you connect with the growing number of people who consume content online. This could include:
- Collaborating with local bloggers or influencers to promote your products or services.
- Leveraging community social media groups to share updates and special offers.
- Creating online content – like blogs or videos – that highlights how your business is solving local challenges.
Digital PR gives you a direct line to audiences who are actively searching for services in their area. Combine this with effective local SEO, and you’ll become a go-to solution for people nearby.
Making PR work on a local level
Franchisees who effectively integrate traditional and digital PR can elevate their presence within the community. Here are some practical tips for making the most of both approaches:
- Tell your story: Share your journey as a franchisee. Did you transition from a different career? Are you solving a unique need in the local market? These stories resonate both in traditional media and online.
- Host local events: Traditional PR shines when promoting in-person events like grand openings, charity drives, or workshops. Amplify the impact by using digital PR to invite attendees via social media and follow up with photo galleries or videos afterwards.
- Engage with local influencers: Build relationships with influencers who have a strong following in your area. Their online endorsements can complement traditional coverage, creating a well-rounded local presence.
- Keep content fresh: Whether for a press release or a social media campaign, share updates about new services, community partnerships, or customer success stories. Consistency is key.
Why you need both as a franchisee
It’s easy to assume you must pick between traditional media and digital PR, but the real power lies in using both. For example:
- A traditional PR campaign could highlight your business’s charity partnership in the local paper, building trust with residents.
- A digital PR campaign might follow up with a social media video showing the results of the charity drive, reaching a wider online audience.
This dual approach ensures your brand connects with a diverse set of local customers – those who prefer traditional touch points and those who engage online.
A holistic approach for success
Both franchisors and franchisees need a tailored mix of traditional and digital PR. At Rev PR, we specialise in helping you balance these strategies for maximum impact. Whether you’re targeting national prospects or building trust with your local community, integrating both approaches ensures you reach your audience wherever they are.
Here at Rev, we regularly share articles about hot topics and offer PR advice to help you maximise your PR activities. Follow us on social media to stay updated: LinkedIn, Twitter, or Instagram.
And if you fancy a chat about your PR strategy in more detail, don’t hesitate to get in touch. We absolutely LOVE chatting about this kind of thing. Email us at lucy@revpr.co.uk or call 07921 572554. If you suggest meeting for cake, we’ll pay.