The digital revolution in the media is well and truly upon us. It’s not the future; it’s the here and now. The automotive world is no exception with AutoTrader recently ending its 36 year run in print by moving purely to digital. With 55% of adults accessing news online, and growing year on year, the internet is impossible to ignore. The internet is intertwined in daily life, with 26 million UK adults logging on daily and the rise of mobile phone technology meaning people can access the information they want 24/7.

PR agencies that ignore this fundamental switch in the public’s news and media consumption habits won’t last long. SEO is now the buzz word of PR. But with rise of the tablet, the laptop and the smartphone are we in danger of ignoring more old-fashioned news outlets and losing traditional public relations skills fundamental to generating publicity and buzz around a brand?

Take radio. If anything radio, both on a local and national level, is in rude health. Recent figures from Rajar show that BBC Radio 2 and BBC Radio 4 are bringing in record numbers of weekly listeners. But it’s not just a question of sheer numbers. A recent survey by Ofcom found that the public’s relationship with radio was particularly strong citing their trust in the medium as a reliable news source.

The issue of trust is hugely relevant for PR professionals. It’s not an overstatement to say that consumers have become more cynical to marketing and PR activities. There’s a disdain for perceived hoodwinking and spin. The internet hasn’t helped in challenging people’s perceptions. Earlier this year a Reuters survey found that the vast majority of people place the most trust in news websites from the traditional news brands like the BBC and the national newspapers. And for those who lash praise on the likes of Twitter and Facebook as a means of spreading a story a word of caution; social media was found to be the least trusted source of news.

What these findings really show is the importance of agencies to embrace as many media platforms as possible. The successful PR agency of today will not simply be able to sell itself as a digital agency or a more traditional one. Better understanding of where a target audience or market is accessing their news whether it be radio, newspapers, magazines, or blogs is vital to gain effective coverage.

If your business needs some help targeting your news get in touch with Red Marlin. Call us on 01926 832395, email us hello@redmarlin.co.uk or tweet us @RedMarlinPR