Tag Archives: traditional media

Is Traditional Advertising Dead? Not if you ask Shaq

Shaquille O’Neal in a Ring advertisementWhile traditional advertising is on the decline, now being taken over by targeted digital ads and YouTube stars, it’s certainly not dead. Just ask Shaq.

In the world of public relations, one of the primary communication vehicles to reach target audiences five to 10 years ago, the mass media, has shrunk dramatically. It’s no secret that prominent newspapers and magazines have shuttered, and those that are still publishing are a fraction of the size they used to be. News departments at TV and radio stations have downsized dramatically as well. Certainly, the decline in advertising sales, particularly classified ads for newspapers, have had a dramatic impact on the media. What’s more, how people consume news, watch or listen to music and entertainment, has also shifted. Consider a Pew Research study that showed six in 10 young adults are turning to online streaming, like Netflix and HBO go, to watch TV. What this means is that all of us are seeing advertising in a much different way than a decade ago.

That said, I was intrigued by a recent Real Sports segment that featured Shaquille O’Neal and the fortune he’s made in the nearly decade since he’s retired from the NBA as an ad pitchman.

Read more after the jump…

The Return of Traditional Media?

ATraditionalfter years of steady declines in readership, audience share and advertising revenues for newspapers, news magazines and TV news have we finally seen the end of the slide? Or has the shift to online news, and so-called citizen journalism finally exhausted its audience?

Citizen journalism opened doors for anyone to write and report the local news. The online tools and technology made it fairly simple for amateur journalists to write for the web with their own content. The problems began when people realized that most citizen journalists had no actual journalism training and didn’t follow standard reporting, objectivity and fairness rules. And certainly the number of bloggers and the popularity of sharing breaking news through social media channels caused another set of hiccups. Unsubstantiated rumors and misinformation spread like wildfire without the proper checks and balances found in most traditional media newsrooms.

Read more after the jump…

The Power Behind Social + Traditional Communications

I recently had the privilege of traveling to Alaska with my colleagues David Landis from our PRGN partner agency in San Francisco, Landis Communications, and GFM’s Jim Licko to provide social media training for SouthcentralFoundation, Alaska Breast and Cervical Health Partnership, Alaska Native Tribal Health Consortium and other partner agencies.

The training sessions were well attended and led to great discussions about today’s most popular social media platforms (Facebook, Twitter, Pinterest, Google+, etc.) and their relevance for various organizations, as well as the importance of measuring an organization’s social media efforts. The conversations also made us very aware of the challenges of communicating with indigenous populations throughout a state that is twice as large as Texas and in which small planes and snow machines are the only way to get to many villages.

What we determined is that social media is not THE answer to these challenges, but that it is a great supplement to the various channels of communication available to health providers reaching out to audiences near and far. This is a great point for all of us to remember, regardless of what your products or services might include.

While social media is the newest shiny object, it is not the end-all, be-all and must be part of a comprehensive, strategic communications mix. For example, driving people to your company’s Facebook page via a QR code promoted at a special event can increase traffic to your website – if you provide the right mix of content on your Facebook page to serve those who land there. It could also directly impact the number of people who attend free health screenings or request, in the case of the Alaska Department of Health and Social Services, free condoms that are shipped anywhere in Alaska upon request.
I’m a big believer in the power of social media, but I also caution all of us not to let more traditional means of communication fall by the wayside while we’re trying to determine the best social media strategies. When you combine traditional communication strategies with your social media strategies your ability to reach a broader audience increases and, in many cases, you’re metrics will be clearer and easier to define. What difficult challenges – like disparate audience or highly dispersed population – have you overcome with an integrated communications campaign? Why did it work?

~ Ramonna Robinson is Vice President and Managing Partner at GroundFloor Media.