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TRADITIONAL PR IN THE

DIGITAL R(EVOLUTION)

Consider this: when was the last time you sat down to watch the evening news on TV? Or went out of your way to buy a newspaper? 

If you’re taking a long pause to consider those questions, firstly you’re not the only one, and secondly, it’s a sign of the dramatic shift in the way we consume what was once a staple in most homes. 

If you want to see proof of the trend, look no further than the Audit Bureau of Circulation’s latest figures. While free, local newspapers are growing at a steady clip, most commercial print publications are either just about holding steady or seeing declines.

TRADITIONAL PR IN THE

DIGITAL R(EVOLUTION)

 

Consider this: when was the last time you sat down
to watch the evening news on TV? Or went out of your way
to buy a newspaper? 

If you’re taking a long pause to consider those questions,
firstly you’re not the only one, and secondly, it’s a sign of the
dramatic shift in the way we consume what was once a staple
in most homes. 

If you want to see proof of the trend, look no further
than the
Audit Bureau of Circulation’s latest figures.
While free, local newspapers are growing at a steady clip,
most commercial print publications are either just about
holding steady or seeing declines.

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More than 2 million people still tune in to the Nguni news bulletins on SABC 1, followed by some 1.2 million to the English bulletin on ETV (according to the Broadcast Research Council of South Africa’s latest figures). While these figures are quite strong, we’d venture to say that in the days before small screens became ubiquitous, these figures were quite a bit higher. 

Those small screens have made all the difference. We are Social statistics show that there are 108-million mobile phone connections in South Africa – that’s nearly twice as many cellphone connections as people. It’s changed the way we navigate our surroundings, the way we communicate, and the way we consume the news. So, for PR professionals – what do you do about it? 

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DIGITAL COMMUNITIES

A unique phenomenon of this age of information has been the sometimes peculiar communities that have sprung up in digital and social media spaces. People congregate over shared interests. Admittedly, while we’ve seen powerful social movements coalesce, such as #BlackLivesMatter and #MeToo, bringing important, progressive topics to the fore, there have been some less positive gatherings (flat-earthers and alt-right groups, for instance). 

Point is, whatever the interest group you’re after, chances are you’ll find an already-formed online community around it. This means, finding strong micro and nano influencers are often worth the effort. And, hyper-targeted campaigns can sometimes yield more meaningful results than a big splash. 

TRADITIONAL MEDIA HOLDS POWER IN A
DIGITAL AGE

The digital shift may have hit newsrooms hard in recent years, but news organisations and journalists still command loyal audiences, even on social media platforms. News24 has more than five million followers on Twitter, eNCA has more than three million and SABC News has more than two million. Journalists are similarly well-followed. Take a look at your favourite reporters online, and depending on how active they are, it’s very likely that you’ll find they have significant followings.

This is likely because even in a time when all of us can turn on our phones and broadcast from wherever we are, many of us still prefer getting our information from well-established sources, who we regard as being more credible or rigorous.  

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THINK 360-DEGREE CAMPAIGNS​

So, a key part of riding the r(evolution) is thinking about campaigns holistically. The best PR campaigns in this era hit traditional, digital and real-world channels equally hard. This is best done at the concept stage, plotting out tactics across the spectrum. 

Have you considered TikTok, for instance, where communities are coalescing around everything from books to lifestyle to education? Have you thought about podcasts that are gaining more traction in South Africa?  

What’s worth remembering is that while platforms have changed, the factors that determine the success of a campaign remain fundamentally unchanged. You still need a clear sense of purpose for your campaign, you’re still looking for a strong creative concept that pulls it all together, and what will win out is a storyline that’s relatable enough to strike a chord, yet creative enough to cut through the noise.  

Looking to work with a communications agency that is adept at boosting brand awareness in the age of the digital (r)evolution? Send an email to info@eclipsecomms.com and one of our experts will be in touch. 

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Reputation Management

Crisis avoidance and speed of response form the backbone of our crisis communications offering. Our decisive, experienced senior team ensure that a brand’s reputation is always protected.

  • Consulting
  • Issues and crisis communications frameworks
  • Messaging matrix
  • Creation of response banks
  • Media training
  • Stakeholder mapping
  • Internal communications
  • Data & Analytics

Digital Media

Our digital media team creates out of the box, innovative strategies and plans, delivering on our clients’ objectives through personalised content and messaging, the right channel matrix, SEO and paid media plans that reach new audience and creating engagements that matter.

  • Digital strategy and implementation
  • Social media strategy and implementation
  • Content calendar development
  • Community management
  • Paid media strategy and execution
  • Search Engine Optimisation (SEO)
  • Search Engine Marketing (SEM)
  • Website development

Media & Influencers

With media and influencers at the heart of our agency, we have built solid relationships that ensure our clients receive credible and targeted exposure, across print, online and broadcast media.

  • Media audits
  • Media relations (list development, media lobbying and engagement)
  • Influencer contracting, relations and management
  • Measurement and reporting
  • Agenda surfing
  • Research and planning
  • Media movements

Events

Our dedicated events team conceptualise and execute events of any scale. Eventing in the age of our new norm means that our experience ranges across physical, virtual and hybrid events.

  • Event conceptualisation, planning and execution
  • Event management
  • Project management
  • Procurement of goods and services
  • Logistics management
  • RSVP management
  • Budgeting

Content & Creative

Our team of ex-journalists, content creators and proofreaders are experts in creating and positioning the right content to the right audiences. Bolting on a team of creatives, we have the ability to create omni-channel, creative strategies to further this reach.

  • Writing (media releases, thought leadership, white papers, reports, speeches)
  • Copy editing & proofreading
  • Corporate identity
  • Advertising
  • Print & digital
  • Newsletters (HTML, mobile, PDF)
  • Layout & design
  • Videography and photography
  • Animation
  • Motion graphics
  • Social media design
  • Website development

Public Relations & Communications

We develop and execute robust omni-channel communications strategies to drive credible conversations that resonate with desired target audiences across Arts & Entertainment, Consumer & Lifestyle and Corporate clients and industries.

  • Omni-channel communications strategies
  • PR plans and execution
  • Account management
  • Data & Insights
  • Research and planning
  • Conceptualisation
  • Agenda surfing
  • Media and influencer relations
  • Stakeholder relations
  • Internal communications