June 2, 2013
3 Reasons Why Print Media Matters
A lot of people reading my blogs salute me and congratulate 5WPR for embracing new media and the Internet age. While it is true that at 5WPR we respect the limitless public relations potential of new media, we still have a lot of love for “news” media. There are several reasons why we still recommend print media and respect its power to command public perception. Here are three of the top reasons.
#1 – Print is still the gold standard
No matter whom you ask, getting on the front page of “the paper” still carries serious weight. It means you have arrived, that your story is the most important thing happening that day. No matter how popular TV, radio and the Internet are from a consumption standpoint, print media still commands respect. Experienced PR firms understand that print is tangible, and that still matters. This is not to diminish other forms of public relations, only to point out that print media still has power.
#2 – Print is still a strong opinion maker
People believe what they read. Sure, there are a lot who believe what they hear on the radio or see on TV, but when they read it, most people simply accept that story as established fact. As understood by various PR firms, information conveyed in print is presented in a point-by-point format that allows readers to accept and establish opinions.
#3 – Finite space increases perceived value
Perception is reality. Even if they don’t acknowledge it, print media consumers respect what they see on those pages simply because they know, on some level, it is there and something else is not. The innate finiteness of print forces editors to decide what gets priority. Scarcity – or understood limits – increases perceived value. Thus, a message in print carries more weight simply because it is there.
While these three factors help to establish print media as a public relations powerhouse, Ronn Torossian warns that the power and potential of any PR campaign cannot be measured in general terms. Each campaign must be deliberated and delivered based on specific terms and proven analytics. For help developing and communicating your best possible PR message, contact Ronn Torossian and top PR agency 5WPR here.