Traditional & Social Media

In Chapter 4 of “Share This,” we learn integrating traditional and social media is the key to a successful PR firm or news company. Each have pros and cons, but combining them will appeal to the masses more and develop a community. For example, traditional media produces a high quality end product and can specialize by location. On the other hand, social media is “highly dynamic and reactive” (34).  

I realized I am using an integrated media campaign with the ONU Music Department. I design some posters and update the website for the music department. As far as publicity, we are trying to have a bigger presence on social media in addition to print media. The music department has a Facebook and Twitter page we use to create events for Presser Hall recitals. We still print posters and table tents to hang up in Presser and Mac to raise awareness of the event.

The book states some different strategies of combining traditional and social media. The music department mainly focuses on community development. Through our traditional print ads and social media presence, we are trying to build a community of music majors and music enthusiasts.

The benefits of our traditional media posters are they are high quality and can be hung up where most of the attendees will see. Our social media can be updated quickly, which is great for after a concert to see how people felt about it.

As the author of the chapter Helen Nowicka says “We must embrace and engage with this evolution if we truly want to do what PR is best at: influence beliefs and behavior” (38). I think the music department is on the right track to building a tight-knit music community through traditional and social media.