10 Reasons Traditional News Remains Important to PR

Why press clippings remain integral to public relations

While readership and advertising in printed newspapers and magazines have declined since the 1990s, the value of long-form news stories, investigative reporting, and industry news remains crucial for public relations and business communicators. For these professionals, press clippings are an essential component of a comprehensive news monitoring and media intelligence strategy. Truescope monitors more printed media than any other service in the United States, ensuring thorough and effective coverage.

It’s a fact that readership and advertising in printed newspapers and magazines has declined since the 1990s. Yet, the importance of long form news stories, investigative reporting, and industry news remains critically important for public relations and business communicators. For public relations and professional communicators, press clippings remain a critical part of a complete news monitoring and media intelligence effort.

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News: A matter of convenience

The decline in overall readership of print media is driven by various intersecting factors. Generally, people now prefer to get news online, often for free, at their convenience. Balancing this shift in consumption with the commercial needs of publishers remains challenging, but the media monitoring industry continues to address the issue. Media monitoring services, like Truescope, collaborate closely with publishers and aggregators to ensure their value is preserved, while also enhancing the relevance of news articles that might otherwise go unnoticed.

Traditional Media via Social Media

One key reason traditional media remains essential for public relations and media monitoring is that much of the news shared across social networks is delivered as links originating from newspapers, magazines, television, and radio stations. The reliance of social networks and online aggregators on traditional media for content presents an intriguing dynamic. Essentially, new media often depends on traditional media for its content.

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Despite the rise of digital media and social platforms, traditional news media does remain critically important to public relations (PR) professionals for several reasons. These include credibility, reach, in-depth storytelling, and the ability to shape public discourse. Here are 10 Top Reasons why traditional news media continues to be a vital tool for PR professionals and corporate communicators:

Top 10 Reasons press clippings are critical for complete media monitoring

1. Credibility and Trust

• Established Trust: Traditional news outlets, such as newspapers, TV, and radio, have a long history and established trust with their audiences. They are often seen as more credible and reliable compared to newer, digital-only platforms.

• Editorial Standards: These outlets adhere to rigorous editorial standards and fact-checking procedures, enhancing their reputation for delivering accurate and trustworthy information.

2. Broad and Targeted Reach

• Wide Audience: Traditional media outlets have a broad reach, often extending to national and even international audiences. This allows PR professionals to target a diverse and widespread audience.

• Targeted Demographics: Specific publications and programs cater to particular demographics, making it easier for PR professionals to target niche audiences effectively. For instance, a business story in The New York Times will reach a more business-oriented audience.

3. Influence on Public Opinion

• Shaping Discourse: Traditional news media plays a significant role in shaping public opinion and discourse. Stories covered by these outlets often set the agenda for national conversations.

• Agenda-Setting: By securing coverage in influential news media, PR professionals can elevate issues, brands, or events to a higher level of public awareness and importance.

4. In-Depth Storytelling

• Comprehensive Coverage: Traditional media offers the opportunity for more in-depth coverage of stories. Long-form journalism in newspapers and detailed news segments on TV can provide a richer narrative than the quick, often superficial, content found on social media.

• Context and Analysis: These outlets often provide context and analysis, helping the audience understand the nuances of a story, which can be invaluable for complex PR messages.

5. Historical and Archival Value

• Permanent Record: Coverage in traditional news media serves as a lasting record. Articles and segments become part of the historical archive, which can be referenced long into the future.

• Legacy Media Impact: Stories from reputable outlets are often archived in libraries and digital repositories, ensuring long-term visibility and influence.

6. Access to Key Stakeholders

• Influential Audiences: Traditional media is still a primary information source for policymakers, business leaders, and other key stakeholders. Securing coverage can be crucial for influencing these groups.

• Professional Networks: Traditional media professionals often have established networks and relationships, providing access to influential individuals and organizations.

7. Integration with Digital Strategies

• Amplification: Coverage in traditional media often amplifies digital strategies. A story in a major newspaper can be shared on social media, driving further engagement and extending the reach of a PR campaign.

• SEO Benefits: Links and mentions from reputable news websites can significantly boost a brand’s search engine optimization (SEO), enhancing its online visibility.

8. Crisis Management

• Reputation Management: During a crisis, traditional media can be a trusted channel for disseminating accurate and timely information. Their credibility can help mitigate damage to a brand's reputation.

• Controlled Messaging: Working with established journalists allows PR professionals to better control the narrative and ensure that their message is accurately conveyed.

9. Building Relationships with Journalists

• Media Relations: Establishing and maintaining good relationships with journalists is a cornerstone of effective PR. These relationships can lead to more favorable coverage and opportunities for features or expert commentary.

• Expert Positioning: Traditional media often looks for expert opinions and commentary. PR professionals can position their clients or executives as thought leaders by facilitating such opportunities.

10. Complementary Role with Digital Media

• Integrated Campaigns: Traditional media can complement digital efforts, creating a multi-channel approach that maximizes impact. An integrated strategy can leverage the strengths of both traditional and digital platforms.

• Credibility Boost: Coverage in traditional media can lend credibility to digital content, helping to counteract the skepticism that sometimes surrounds online information.

Press Cilppings - The Conclusion

Traditional news media remains a cornerstone of public relations due to its credibility, reach, and significant influence on public opinion and narrative shaping. Truescope media monitoring integrates newspaper and magazine articles with all other media types, providing a comprehensive 360-degree view of our clients’ public exposure. At Truescope, we believe in helping you see your world more clearly.

While no vendor can offer access to every publication due to factors like postage delays, labor costs, and licensing challenges, Truescope ensures access to an extensive range of traditional news articles. Traditional media effectively complements digital strategies, and Truescope offers a media monitoring platform that provides a holistic view and analysis of this content. For PR professionals, leveraging traditional media is vital for creating comprehensive and effective communication strategies. To learn more about incorporating press clippings into your communications strategy, contact Truescope today.