Shaken or Stirred

Hey there, fellow communicators and business leaders. We all know we live in a world that’s increasingly being plagued with distrust and misinformation (don’t worry, it’s not all bleak). Let’s dive into that as it relates to media for a moment. You’ve probably heard the doom and gloom about traditional media’s demise, right? I’m here to challenge that.

Trust Issues? Yes, But…

Look, we can’t ignore the elephant in the room. Trust in traditional media has taken a nosedive. Just under half of Canadians trust these outlets. Ouch! But here’s the kicker: despite this trust crisis, old school media still packs a punch. Surprised? Let me break it down for you.

Traditional Media Holds Strong

Believe it or not, traditional media formats – radio, TV and, yes, even print – are still going strong. About 80% of people are tuning in regularly. And get this: News on traditional media remains the most trusted source of information in general at 56% according to the 2024 CanTrust Index.

Why This Matters for Your PR Strategy

Now, I know what you’re thinking. “Great, but what does this mean for my company?” Well, friends, it means you can’t afford to put all your eggs in one basket – or should I say, one media platform. Here’s six things to never forget with your media strategy:

• Mix It Up: Your PR strategy needs to be like a well-crafted cocktail – a little bit of everything. Traditional media, social platforms, your own content – blend it all together for maximum impact.
• Credibility Is Crucial: With trust at a premium, your information needs to be rock-solid. When you’re pitching to traditional outlets, make sure your facts are ironclad.
• Think Local: Here’s a pro tip – local news sources are still trusted. If you’re not tapping into regional communications, you’re missing out.
• Transparency Takes Top Priority: In this era of skepticism, being open and honest isn’t just nice – it’s necessary. Let transparency be your PR superpower.
• Know Your Audience: Different age groups and political leanings trust media differently. Tailor your approach accordingly. One size definitely doesn’t fit all anymore.

The Bottom Line

Here’s the deal: traditional media isn’t dead – far from it. It’s evolving, and so should your PR strategy. Used strategically, traditional media can provide wide reach, build trust and credibility, and complement digital strategies for a comprehensive marketing approach.

By embracing both the old and the new, you’re setting yourself up for success in this complex media landscape. It’s not about choosing between old school and new school – it’s about mastering both and leveraging hybrid strategies for maximum impact.

If you’re looking for support for your PR strategy – from advice all the way through implementation – or considering media training to empower your teams and leaders to deliver credible messages to your target audiences, get in touch – we’re here to help!