Combine "old" with "new" media for maximum impact.

I recently read an article online that talked about the impact social media is having on public relations. Specifically, the article stated that the “old” method of PR was dead…that newspapers were dying and that everything was going online, and that anyone who did “old” PR (contacting newspapers, magazines, TV, etc), was wasting their time. I disagree.

I agree that social media is big and getting bigger and that using social media (Twitter, Facebook, etc.) is very important. I use it all the time, especially with clients: it’s a great way to get your message out. What I don’t agree with is that the “old” media is dead so it should be ignored.

Should you use the “new” media? Absolutely! It’s very effective and you should use it as often as possible. But should you ignore the “old” media? Heck no! Wine dealers and restaurateurs should take advantage of the “old” media whenever they can.

Six Good Reasons why Wine and Food Should Continue Using the “Old” Media:

1. A newspaper or magazine article gives you instant celebrity – and customers.
An article in the paper or local magazine makes you “famous” on a local level. When people see you in the paper, they trust you more. They’re more likely to go to your restaurant or wine store because your smiling face has been connected with the name of the restaurant.

2. A print article is actionable.
People keep the food section of the paper specifically for restaurant reviews and special deals. If you’ve gotten your wine or food in the paper, you’re going to get customers.

3. A print article is permanent.
A tweet or a blog post lasts as long as the reader’s attention span. When the computer’s off, the story is gone. A newspaper headline, however, is forever. It’s printed. When the paper is left on a tabletop it gets read by as many people as walk by it.

4. Magazine articles get passed around.
A big factor of magazines is their “pass-along” value. People tend to hand their magazine issues to their friends, who read them. Tweets and online reviews, even when forwarded, are just one more electronic bit that’s easily deleted.

5. Newspaper and magazine articles give your establishment credibility.
Keep in mind…anyone can bang away at a computer keyboard and give a review of something. But when a newspaper writes an article about you, it’s automatically assumed that the reporter took the time to research the topic and your establishment. That’s a strong 3rd-party endorsement.

6. TV and radio connect you with a local celebrity – which is PR gold.
Local people recognize and trust the people they see on TV or hear on the radio regularly. When you’re on TV standing next to the local celebrity, that’s a huge boost to you. I’ve had many clients say to me “I had several people come into my store and say “I saw you on TV!””

So before you switch to all new media, remember the advantages of the “old” media. When you combine the “new” and the “old” media, your message will have four times the impact. In this case, the total is definitely more than the sum of the parts.