Happy Friday! This week our Creative Strategist explains why tactics that pull your audience to your brand might work better than pushing yourself in front of them.
Since the rise of the Internet in the late 1980s and early 1990s, there has been a shift by many businesses from traditional media (i.e. print and television) to digital media (i.e. websites, email, and social media). Digital media has provided brands with the ability to share video, graphics, photos, and audio and allows the digital minded consumer the ability to gather information in a way that is tailored to them.
Although digital media shares many of the same functions of traditional media, there are many differences that exist between the two in terms of the relationships between users and the information put out by brands.
If you were to spend a day in the life of a PR professional today, you would find it almost unrecognisable when compared to the job I entered as a sprightly 21 year old back in 2005. During the last 10-15 years we have seen the rise of social media, blogging, citizen journalism, YouTube, Fake News etc. and the steady decline of the so-called ‘traditional’ media. A lot has changed.