Hi and welcome back. In this section we're going to cover some of the key concepts that anybody working in PR needs to get their head around traditional versus digital media. The first concept we need to explore is the difference between traditional and digital media. traditional media is all those magazines, news channels, and radio, TV, and newspapers that were around before the internet. Anything printed or broadcast on the radio or television is considered traditional. Digital Media is anything online, from your own website to social media, such as YouTube and Facebook, online publications, podcasts and apps.

One of the huge benefits of digital media is that your story lasts longer. Because it's saved in searchable archives. That means it doesn't have a shelf life. Some people talk about digital PR as being about dealing with online publications. But that's a very narrow definition. Digital PR is about working with Digital Public vacations, and using digital platforms and channels to communicate with your audience.

But it's also about embracing technology, using software and online tools to design, manage and measure your campaigns, print versus broadcast versus online. When we talk about the media, we're referring to a very broad category. That includes really anything that is published by one personal organization to be consumed by other people or organizations. But generally, there are three types of media and when dealing with them from a PR perspective, you need to think about them differently. print media, for example, magazines such as cosmopolitan or National Geographic, and newspapers such as the Financial Times or The New York Times. Because these publications have to be printed, they take extra time to reach consumers.

That means if you want your story to be included in one of their articles, you need to allow extra time to work with them. You need to know when they print deadlines are and work around those broadcast media phrases. Sample TV news channels such as CNN or BBC TV shows such as news night and the nature radio stations such as w a CB and BBC Radio four, and radio shows such as the today program, broadcast media has changed quite a lot in the last decade or so. In the old days, TV and radio stations would broadcast news shows at regular intervals throughout the day, such as the six o'clock news. Now we have 24 hour news, which means there is much more of a requirement for these channels to produce news as it happens, and they have more time to cover more stories, but they're also very competitive with each other to capture more views.

So they like to focus on the most newsworthy content. It's also worth noting that because a lot of broadcast news happens live, it can be very unpredictable. One story can quickly be overshadowed or pushed out of the way by another breaking story. online media is anything that is published online. For example, blogs like Paris Hilton, and online media outlets such as The Huffington Post, because there's no need to send the publication's the printers, online media outlets don't have deadlines they publish when the story is ready. online media plays a very important role in supporting your website and branding strategy, something that we will cover later in the course social media for example, Facebook, Instagram, YouTube and Twitter are a subcategory of online media and really important for PR because of the huge reach and influence of social networks.

When you think of social networks, you need to consider your own channels, those of influencers in your industry, those of your customers, and the channels of the broadcast, print and online media. Keep in mind that none of these media types exists in isolation. The BBC, for example, has traditional broadcast channels such as BBC News 24, BBC Radio One, its online news site, and a whole host of social channels. The ft has a print edition and an online version on ft.com as well as a bunch of social media channels and podcasts. cosmopolitan has the print magazine, a website, an app and a podcast, PR strategy versus PR campaign. A lot of people get these two confused.

Your PR strategy is a high level plan or roadmap for how you're going to achieve your PR objectives. It's usually long term and ongoing. A PR campaign is a smaller activity that will contribute to your strategy. Most PR strategies are made up of several campaigns that help you achieve specific goals earned versus earned versus bought media. In PR, we refer to three types of media earned and and bought. earned media is anything that you or your company own.

Your blog, your website or your own social channels, or your monthly company newsletter would all count as earned media. You can publish whatever you want to these media and no one will stop you. earned media is the holy grail of PR. That's media people. publicity that you have achieved on someone else's media or social media channel without paying for it. They think you're interesting or valuable enough to mention you interview you or write about you.

Earned media has more clout and credibility. Because endorsement from an independent third party is highly persuasive. Bought media is kind of like advertising, you pay an outlet or publisher to cover your company or product, Media Relations versus analyst relations versus influencer relations. In PR, you will be dealing with lots of stakeholders. Media Relations is about working with journalists, reporters and broadcasters to persuade them to position your company in a positive light. analyst relations is about working with market analysts who advise industries and investors to persuade them to position your company in a positive light.

It's much more about the facts and figures. Influence relations is about working with people who have built up a loyal following Encouraging or paying them to promote your product or service to their following b2b versus b2c versus b2b GPO. There are three different types of audiences in PR. business to business PR is PR activity that's targeted at other businesses. As an example, a business accountant would be targeting other small businesses, or a company that makes CRM software like Salesforce is selling that to other businesses. b2b pr is very much about understanding the best media channels for reaching decision makers in other businesses.

Business to consume a PR which is also just known as consumer PR, is PR that is targeted directly at the general public or consumers. For example, a supermarket chain or meditation app would be targeted directly at consumers. business to government PR, also known as government relations or public affairs, is PR activity that's targeted at government bodies, lawmakers and civil servants This can be about selling services to governments, for example, selling town planning, consultancy, or pressurizing governments to change laws. For example, an environmental charity working to get lawmakers to legislate against making plastic packaging. It's important to note that one company might require a b2b, b2c and b2b strategy to target different stakeholders and audiences. In hospices agency.

If you work in house, then you work for a company and all you do is that companies peer a lot of large companies have sizable in house PR teams. If you work for an agency, that agency will have multiple clients and you'll work on PR strategies for a range of different companies. There are benefits and drawbacks to both decision makers and budget holders. It decision maker is a person within an organization who has the final say in whether to buy a product or service. This is usually someone senior such as a VP, CEO or director and they usually influenced by other people. In the organization, a budget holder is someone who has the authority to spend the organization's money.

Well, budget holders are often senior, this is not always the case. For example, an office manager will often have a budget to spend on things such as stationery or flowers. So now that you've got some of the key concepts and PR nailed down, our next step is to look at how digital PR activity can be used to drive traffic to your company's website. This is a huge development in the PR industry and can have a major impact on the success of your business. So keep watching and I look forward to seeing you in the next lesson.