Some companies are making the mistake of doing it all themselves, and they’re letting go of traditional media. They are instead relying solely on social media for promotion. It is a big mistake! First, social media is fleeting; second, it takes quite some time to build an audience through one’s own independent channels; and, third, it can backfire quickly. Traditional media are needed to reach demographically established audiences, and they are essential to helping one promote the new independent social media channels.
The best possible promotional solution is an integrated mix of traditional and social media channels carefully evaluated based on audience, influence and potential for measurement.
We recommend putting more focus on producing high quality marketing communications or PR content and planning for a placement schedule with an appropriate duration. For branding purposes, if advertising placement is for less than a few months, expectations should be minimal.
PR campaigns of less than six months are not even considered by some agencies because it takes at least that amount of time to create “buzz,” unless the situation is of immediate interest such as in an event or crisis.
