The 3 key characteristics of traditional media and the 3 benefits of digital, and which one to use in your pr plan.
Send me your questions - this one came from a marketing director in Australia who is looking at how to blend traditional with digital communications. I share my strategic approach here, and explain how these factors can all weigh on the decision.
Digital - speed, universality, attribution
Traditional - authority, perspective, circulation
Audience - internal, partners, external
Outcomes sought & formula's to be applied.
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