The rapid rise of social media has tempted many companies and organizations to scrap proven, successful media plans and put all their money and efforts into social strategies. Unfortunately, they’re placing all their communication eggs in one basket when a more balanced approach yields better results.

We have more than 25 years experience in telling our clients’ stories to the audiences that matter to them. Twenty-five years of managing media relationships, following news trends, and crafting stories that share our clients’ message and move the needle on sales or donations in ways that social posts simply haven’t consistently demonstrated. A story that we place has an impact. Establishments are visited. Sales go up. Donations roll in. Minds are changed. Other media outlets call to learn more because they too follow the traditional media. 

We stand resolute that traditional media still has a place in a smart, logical, and successful communication plan. That a well-crafted pitch, shared with long-cultivated contacts, can result in an impactful telling of a story by a credible third-party. That your voice can still be heard, if delivered well, by reporters and editors, and doesn’t have to just be said by your own social media team, or from the parade of influencers that may come by to see what is in it for them. 

There’s no denying that social media/content creation is an important part of a complete communications strategy. A well-crafted direct mail piece or email can be an effective way to reach your audience. There is a percentage of potential donors who prefer interacting and donating via social media. But we also know that many social media users are not the most loyal followers. They tend to expect entertainment, not education. They are unlikely to stop their scroll to click on a link to donate to your cause.

That is why we will continue to focus on what we’ve done best for 25-plus years. Telling stories through well-written copy that impacts, and maintaining relationships with media – not just to tweet them to retweet, but to learn what stories they want to cover and giving them relevant angles to report more fully. We create events that draw crowds and volunteers, and provide solid, mature communication counsel in any circumstance. 

Be careful not to get overly distracted by the bright shiny object of social media, to the neglect of traditional media relations. Traditional media is not only still relevant, it delivers real results, not just “followers.”