Navigating the PR Spectrum: Traditional vs. Nontraditional Strategies Explained
At its core, public relations helps businesses and nonprofits establish credibility, maintain trust, and build a positive reputation with their target audiences — shaping the way your stakeholders view your organization and cultivating brand loyalty. For nonprofits, a well-rounded PR strategy can be a game-changer, helping you grow your reach and fulfill your mission with greater impact. For small businesses, it’s a powerful tool that helps you to differentiate yourself from competitors, turning customers into brand advocates.
But PR isn’t one-size-fits-all, and as the digital landscape continues to evolve, so do PR strategies. Understanding the difference between traditional and nontraditional PR can help you choose the right tools to amplify your story and unlock new opportunities to engage with your community.
Both traditional and nontraditional PR have strengths, but depending on your campaign goals, one might be more effective than the other.
Defining Traditional Public Relations
Most people think of traditional public relations when they picture PR. This approach focuses on media relations and working with well-known and trusted channels to secure earned media — picture press releases, news conferences, and your business being featured in newspapers, magazines, the radio, or on the evening news.
Traditional PR also includes contributed content and opinion pieces, which share your organization’s views on important issues or work to establish yourself as a subject matter expert and build credibility.
While traditional PR takes time to cultivate, it is a necessary component of any PR strategy because it offers independent brand validity, which is essential for building trust and maintaining positive public perception.
Exploring Nontraditional Public Relations
Nontraditional PR uses newer, more interactive methods to connect with people and primarily focuses on digital mediums. Unlike a story on the Five O’Clock News, nontraditional channels help businesses create two-way conversations and connect deeper with their audiences.
Social media is the most recognizable and easily accessible way to engage with nontraditional PR. By sharing consistent online content, like updates, photos, and videos, you can connect directly with your audience and foster two-way interaction.
Blogs and podcasts are also part of nontraditional PR. These platforms let you share longer, more detailed stories about your work and communicate your impact on a deeper level. You can provide insights into your mission, share the stories of people you’ve helped, or discuss important issues without the limitations of time constraints or a word count.
Influencer partnerships are another tactic. This strategy involves working with individuals who have dedicated online followings to promote your cause, allowing you to tap into their networks and introduce yourself to larger audiences.
Other nontraditional PR methods include email newsletter campaigns and online events like webinars or town halls.
The nontraditional approach allows more flexibility while delivering immediate results. It also removes a communication layer, allowing you to create more personal connections.
Key Differences Between Traditional and Nontraditional PR
Traditional and nontraditional PR have distinct approaches and outcomes. Understanding these differences can help you choose the best strategy for your business.
1. Audience Reach: Traditional PR targets a broad audience but may miss specific demographics. Nontraditional PR, on the other hand, harnesses social media, podcasts, and influencers to reach a highly targeted audience.
2. Interaction: Traditional PR is mostly one-way communication. You record a news segment or interview for a magazine, and the audience receives the information. If your audience responds to the story with an action, like donating to your cause or signing up for services, they don’t need to engage directly with you. Conversely, nontraditional PR encourages two-way communication. Social media, for example, allows your audience to comment, share, and engage with your content to show their enthusiasm, creating a more dynamic relationship.
3. Speed and Flexibility: Traditional methods, like sending press releases and pitching journalists, take time to produce and distribute, and once released, they are difficult to change. Nontraditional PR is faster; you can instantly post updates on social media and quickly adapt your message.
4. Credibility and Trust: Traditional PR often benefits from the credibility of established media outlets. Getting featured in a major newspaper or TV show can boost your brand’s reputation. Nontraditional PR builds trust through direct engagement. Personal interactions with your audience can make your organization more relatable and approachable.
Choosing the Right PR Strategy for Your Business
Creating a dynamic PR strategy depends on your business’s unique goals, audience, and resources. Consider these factors when deciding how to engage in traditional or nontraditional PR.
1. Identify Your Audience: Determine who you are trying to reach and consider how they consume news. For example, traditional PR is a great approach if you’re trying to engage business leaders or establish credibility. Conversely, maybe influencer campaigns will best serve you in reaching younger audiences, like college students.
2. Set Clear Goals: Decide what you want to achieve with your PR strategy. Are you aiming to raise awareness, attract donations, or increase volunteer sign-ups? Different goals require different approaches. Traditional PR can be great for one-off announcements and campaigns, while nontraditional PR is ideal for ongoing engagement with your audiences.
3. Evaluate Your Resources: Look at your available resources, which include budget and manpower. Traditional PR can be costly due to the time and expertise required to create press releases or engage in media outreach, and it requires specialized skills to be effective. Nontraditional PR, while less expensive to produce, similarly requires time and creativity to keep content fresh and engaging, but it can offer a better return on investment depending on your campaign goals.
4. Mix and Match: A good PR strategy shouldn’t be limited to one approach. Most nonprofits and businesses find success using a combination of traditional and nontraditional PR.
Which Approach is Best for Your Organization?
Choosing between traditional and nontraditional PR isn't a matter of one being better than the other — it’s about understanding your organization’s goals, audience, and resources. By strategically blending both approaches, you can leverage the strengths of each to build credibility, engage your community, and achieve lasting impact. Whether you’re seeking the trust that traditional PR brings or the dynamic, real-time interactions of nontraditional channels, a well-rounded PR strategy will help you share your story and drive meaningful results.
Are you ready to enhance your communication strategy and create campaigns that resonate and inspire action? Contact Kristen today to learn how K.E. Baker Public Relations can help amplify your message and reach stakeholders.
