Nowadays, communication is more diverse and complex than ever before. Companies and organizations are faced with the challenge of disseminating their messages via various channels in a targeted manner to reach the right audience and make a lasting impression.

Although influencer relations are becoming increasingly important, traditional media relations remain highly relevant, too. In other words, despite there being two different approaches with different focuses and working methods, they ultimately pursue the same goal.

Although authenticity, trustworthiness and reach of influencer content are becoming increasingly important, traditional media remains crucial for building a reputation and achieving effective communication. But what are the differences between these two approaches? What advantages do they offer, and when is it worthwhile for companies to use them?

Build relevance through trust

Influencer relations is the process of cultivating relationships with influential individuals to leverage their extensive reach and the trust they have established with their followers for targeted company placement. This gives companies the opportunity to make their communications more targeted and emotional.

Authenticity is particularly important here. Influencers are credible because they base their recommendations on personal experience. Traditional advertising formats rarely achieve this level of authenticity. Influencers also have a specific target audience because most of them specialize in certain subject areas. This means that clearly defined communities are targeted, and companies benefit from reduced wastage.

Influencers are characterized by their flexibility and ability to produce content quickly. They can react to trends at short notice and publish content without lengthy coordination, making them ideal for temporary campaigns. Consequently, many companies are keen to establish long-term, authentic partnerships with influencers, as this can have a positive impact on a company’s brand image and strengthen the brand.

Reasons why traditional media relations are effective

Despite the growing emphasis on social media and influencer relations, traditional media relations — defined as editorial reporting in outlets such as newspapers, television and radio — remain an integral part of corporate communications. Traditional media relations usually fulfil the requirements of credibility, journalistic depth and wide reach more effectively than social media and influencer relations.

Above all, the authenticity of journalistic sources makes this approach particularly valuable. Articles in well-established media outlets, such as trade journals and public television channels, are highly regarded by the public. Editorial content checks also ensure a reputable appearance. Therefore, being mentioned in traditional media brings with it reach and a trust-promoting effect.

Traditional media work is also characterized by its thematic depth. Journalists carry out thorough research, establish connections, and consider different perspectives. This is particularly helpful when covering complex or explanatory topics. Traditional media also ensures that articles have a long-term presence. While social media is primarily notable for its speed, journalistic articles can still be easily found years later. This can strengthen a company’s long-term presence and reputation.

The general purpose of traditional media relations is to influence external perceptions of a company positively by disseminating information via relevant channels to establish trust and credibility.

Conclusion

Although the goals of influencer relations and traditional media relations are similar, their approaches are fundamentally different. As is often the case, combining both strategies is key to success, as it makes it easier to create a convincing and authentic corporate presence.

Would you like to build a stronger brand identity for your company across all channels? If so, mail us at vibes@hbi.de. We can help you successfully combine influencer relations and traditional media work.

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