Whereas traditional media is still as important as ever, you can now utilize it in a variety of ways. For example, as opposed to focusing solely on traditional media, you can target some specific media outlets and use those validating mainstream media hits to enhance your online media campaign.

Utilizing this approach, you can achieve one of the primary functions of traditional media - gaining the validation and credibility of being featured in the news. Once a few traditional placements have been secured, you can then magnify them using social media. That approach will help you create an online buzz. It can separate you from the competition, enhance your brand and create greater awareness about you and your company.

PR is now multi-dimensional. There are myriad ways you can develop successful campaigns. The optimum approach is one that incorporates traditional and online public relations, yet at times, developing a hybrid campaign, or one that focuses solely on traditional or online media, can also serve its purpose. It all depends on your needs, your business model, your market and your budget.

It is now possible for campaigns to be more targeted and strategic. For example, a physician may separate himself from others in his field by using social media and blogging to spread the word about his segment on a particular show. A beauty expert may be able to present herself as a much more credible authority and expert in her field by blogging about and posting a link to a magazine she was featured in on various social media sites.

After one or two validating placements you can either continue to focus on traditional PR, or, if you’re on a tight budget, you can shift your campaign towards an online approaching using the magazine, newspaper or TV coverage on you and your company to generate interest online. Using online PR and social media you can establish yourself as an expert via your traditional media coverage and further establish the credibility of your brand.
Copyright © Anthony Mora 2011

Author's Bio: 

Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production. In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Angeles-based media relations company that specializes in media placement, image development, and media training.