No one can say for certain which is the most effective. Im sure if you ask experienced Marketing and PR managers from an "older generation" they will stand by print advertising and media and if you asked any intern or "younger" generation PR manager they will adamantly argue for social media.
Does it come down to your target audience? If so, how would you gauge something as complicated and important as that? How many people interested in music still pick up Xpress, Drum and the Wire and flip through the gig guides to see whats coming up? Or does everyone just hop onto Facebook and look through bands and venues pages. Often before a graphic designer even has time to design the advert that is going in a street press magazine, the event has already come up on hundreds of peoples news feeds and the information has spread like wildfire. So is that a pro of social media? What about those people then that still have not and refuse to get a Facebook, Twitter etc account? Dare anyone take the risk and rely on one form of promotion so that we can all benefit from finding out which one, once and for all, is the most effective
All arguments aside is there really ONE answer. In my experience a perfect balance and happy medium of both can be the compliment to one another and the foundation of a truly strategic PR plan.
4 comments:
Morning :)
What are you thought on the future and social media vs print? Do you think newspapers like The West Australian are too expensive and have a monopoly on the maket?
Ash
Morning Ashlee,
I think in the future everything will move online. The West Australian and all the street press magazines all have very strong online presences and the cost of viral campaigns vs print at the moment is already quite dramatic. I think the relevance on the West Australian monopolising the market wont really change, they will just move it to a different format (ie move more emphasis to online) and then just monopolise the online market.
Although i wonder how many people read the online West Australian vs print? Do you know anyone that reads the online version?
Thanks,
Gina
Hi Gina,
What an interesting post you have here!
As technology is becoming more advance, phones are becoming "smarter", laptops are becoming smaller; younger generations would prefer getting information in a more practical way. They would not bother flipping through newspaper or magazine pages to get the information they want. All they've got to do is type it up on Google or download specific apps on their phones. (Real example: My brother :p)
But for the mean time since online media is still growing and many people still prefer print media, I do agree with you that balance on using both forms of media would be the best for PR plan.
I'd love to see more posts from you!
-Putri
Thanks so much Putri!
Hope you're enjoying your placement!
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