Traditional vs Digital Public Relations

While they often work toward the same goals, there are many differences between traditional and digital public relations. However, before you can understand these differences, you must first grasp what the practice of public relations is at its core. A quick Google search for, “What is public relations?”, will lead you to believe that public relations specialists are image shapers. That is true to a degree, but it is not the only thing that public relations specialists do. As an agency, we believe that the practice of PR is a two-way communication that changes perceptions and actions. It is vital to marketing campaigns, especially digital, that we use those principles to help guide us to better connect with our audiences. 

Understanding How Traditional and Digital Public Relations Coincide

Traditional public relations, habitually, consists of conventional forms of communication such as press releases, media kits, magazines, newspapers, TV news, as well as a few other vehicles in that media landscape. 

Meanwhile, digital public relations involves online methods such as social media marketing, blogging, podcasts, website content, online news resources and video content. Much like the way social media has become an ephemeral form of content that drastically evolves on a regular basis, the practice of traditional public relations, in general, is forced to adapt especially as the marketing landscape becomes more and more digital. 

Many businesses and organizations now realize that digital PR is one of the most effective ways to communicate and engage with their target audience in a timely and widespread manner. However, even with the rise of digital PR, the principles and practices of traditional PR have not been forgotten.

Don't miss an episode of The Ghidotti Podcast!

We interview the influencers, culture changers and disruptors across the country to find out what makes them so successful. Join our eNews for the latest episode sent straight to your inbox.

Subscribe Now

Weaving Traditional and Digital Public Relations Together

Traditional PR has not diminished during the upturn of digital PR in recent years. In fact, it has become largely utilized, potentially for the first time by some organizations thanks to a worldwide pandemic shutdown. Examples of traditional public relations practices are evident everywhere we turn. 

On a daily basis, you are likely to read a social media post or magazine article or hear a news anchor or social media influencer mention a product or event. As PR strategists we know that in order to get our message seen or heard it will take multiple points of outreach across many different channels. Therefore, our efforts must utilize both traditional and digital PR to successfully reach a targeted audience with the goal that they don’t just see it or hear it but take some action based upon what they’ve learned. This is known as the PESO model.

The PESO model is an integrated communications model using various channels. It is the strategic framework for outlining and obtaining measurable results while integrating four media types – paid, earned, shared and owned media. What are these individually? 

  • Paid media is boosted social media posts or sponsored content. 
  • Earned media is the most traditional form of public relations. It is truly where you “earn” the stories or mentions by reporters, bloggers or influencers. 
  • Shared media leans more towards the digital side of PR with user-generated content, retweets and reposting on Instagram stories. 
  • Owned media is the content that you own on your website or social platforms. 

By merging together these four media types your organization can strengthen its brand reputation and establish authority to become a thought leader in your industry. 

Why Traditional and Digital Public Relations Both Work

Despite the differences between traditional and digital public relations, they ultimately have the same mission, which is to share a core message, connect with your key audience and build brand awareness. 

We may be biased, but we can definitely say that traditional PR, in all its glory, will never go away. Although its tried-and-true methods have evolved over the years, tactics involving storytelling in partnership with some type of third-party mouthpiece, such as media partners, influencers or brand ambassadors continue to be valuable to consumers. The wonderful aspect of digital PR is that it works to enhance traditional PR by reaching people right where they are and in a much more targeted way. It also provides a better means of measurement, which helps to identify whether or not your outreach strategy is effective. Together, they help you cast a wider net to reach your key audience in multiple ways with messaging that coincides with their specific needs and interests. 

Our Work

Our work reflects our focus on reputation, relationships and results. We are all about generating new leads, increasing guest counts and moving the needle for your business. We daydream about KPIs just like you.

Learn More

If you’re interested in learning more about how public relations can work to accomplish your goals, let’s connect. Whether you’re looking to increase brand awareness, raise sales or generate other powerful results, Ghidotti can help. Our team of dedicated PR professionals help clients develop personalized strategies to promote their brand, reach the people they want and generate measurable results. 

McDonald’s

Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

Find out how.

Close

Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Close

Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Senior Account Strategist! 

Senior Account Strategist

As a Senior Account Strategist, you will have expert-level project management skills and proven success with client strategy and relationships. 

Through research and continuous planning, you will integrate market trends, consumer insights and digital marketing-communications analytics into direction and growth opportunities.

You have an eye for viewing the whole picture and organizing micro activity into a holistic approach. In this position, you will play a pivotal role in the discovery process, helping to translate key research and data insights into strategy and presenting opportunities and direction to the client.

You are the Agency’s subject matter expert on your client’s industry, audience, unique challenges and needs. Your work is turning this knowledge into action.

Main Responsibilities

Client Management

  • Play a clear day-to-day role in client communications (Minimum: three clients)
  • Independently lead key client projects/campaigns
  • Advise on strategy, implementation, status and performance of public relations programs
  • Monitor and deliver work plans and activities for clients, largely independently
  • Work with external agencies and vendors to develop and create effective marketing-communications campaigns and strategies and ensure projects are on a budget, to spec and on schedule
  • Work with team members to develop and execute effective customer-focused marketing-communications initiatives via social media and digital platforms
  • Create and analyze key performance metrics and make recommendations for ongoing optimization

Content Creation

  • Research and creation of content largely consisting of press announcements, blog posts, gated content, web copy and thought leadership material
  • Develop and manage client social/digital campaigns, developing an early-stage understanding of overall client strategy

Social Media

  • Be advanced in all social media management and reporting tools such as Sprinklr, Sprout Social, Databox, etc. 
  • Organic social media strategy primarily focused on Linkedin, Twitter, Facebook, YouTube, Instagram and TikTok.

Agency

  • Manage and/or mentor 1-3 junior staff and interns
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate

Performance Metrics

  • Demonstrate industry experience
  • Develop client strategic plans
  • Demonstrate strategic thinking and planning 
  • Counsel clients on challenges and opportunities
  • Is resourceful in finding solutions for your client’s problems

Client Service:

  • Serve as primary client contact on multiple accounts
  • Execute on promised client deliverables
  • Maintain client relationships and annual retention
  • Prepare and manage client budgets and billing
  • Recognize new business opportunities and share with your direct supervisor

Agency Operations:

  • Assist in internal client planning meetings
  • Coordinate team resources for best client outcomes
  • Assist in planning time/resources for accounts (via ClickTime)
  • Assist in marketing the agency via implementation of strategies and tactics

People:

  • Motivate and lead account team members
  • Participate in a 360-degree quarterly and annual review process (with regular feedback loops from the immediate supervisor)

Requirements:

  • Bachelor’s degree or equivalent work experience preferred
  • 5 years of experience in marketing communications, brand strategy and client management
  • Expert project management skills with high attention to detail
  • Experience with inbound/outbound marketing strategies, research and analytics, audience personas, content auditing and planning, consumer journey mapping, website metrics/best practices and strategy recommendations
  • Demonstrated success developing and implementing integrated marketing strategies and campaigns across digital and traditional communications channels
  • Deep knowledge of email, digital marketing, social media marketing and direct marketing
  • Excellent writing and editing skills
  • Deep B2B industry expertise is a plus
  • Entrepreneurial with good business savvy
  • Good presentation skills in front of C-level execs
  • An unflappable, practical, proactive, mature approach
  • Creative, disciplined, curious, organized
  • Analytical and problem-solving skills
  • Not afraid to work hard, be humble, ASK questions and learn new things!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Work From Wherever Fridays

    Before WFH was a thing, we introduced work from wherever Fridays so our team members can relax in their pajamas before heading into the weekend, while still getting the important things checked off their list.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position