The relevance of traditional media in today’s digital world is increasingly being questioned, particularly by younger generations accustomed to life online. For Millennials and Gen Z, the notion of watching live television or picking up a print newspaper seems almost antiquated. But for startups across different industries, traditional media’s role in building credibility and reaching key audiences is still very much alive, though it may not be as dominant as it once was.
Traditional media, often defined as print, radio, and television, has long been the cornerstone of mass communication. For decades, it operated as a one-way channel where information was broadcast to large audiences with minimal interaction. Today, in contrast, digital media—led by platforms like Instagram, YouTube, and TikTok—promotes immediate engagement, allowing brands to interact with their audiences in real-time. This shift has left many questioning the future of traditional outlets.
For a subset of businesses, however, traditional media still plays an essential role. Startups in sectors such as finance and healthcare, where trust and credibility are critical, continue to rely on established media outlets to communicate authority. A mention in publications like The Financial Times or airtime on a respected television channel can offer a sense of legitimacy that social media platforms often struggle to deliver.
In industries such as B2B, where decision-makers are often older, traditional media remains a crucial platform. A feature in an industry-specific magazine or a television interview on a business news channel can solidify a startup’s reputation, aiding in securing partnerships and investments. Such endorsements can significantly impact the company’s long-term growth, even in a world that increasingly favours digital interactions.
However, for consumer-facing startups in sectors like fashion or entertainment, the landscape has shifted dramatically. Social media is now the dominant force in brand building, particularly for younger audiences. Platforms like TikTok allow these companies to reach millions overnight, with content that can be created and shared in hours rather than weeks, as is often the case with print or broadcast ads.
But even in this fast-paced digital environment, traditional media shouldn’t be completely dismissed. It continues to offer long-term benefits that are difficult to replicate online. A startup that is able to secure coverage in both traditional and digital media is in a better position to reach a broader, more diverse audience. For instance, a feature in a newspaper can be repurposed across digital platforms, while clips from a TV interview can be shared on social media to drive further engagement.
Ultimately, the decision of whether to include traditional media in a startup’s PR strategy depends on one key factor: its target audience. Startups seeking to reach older generations will likely benefit from incorporating traditional media, while those targeting Millennials and Gen Z may find more value in a digital-only approach.
The debate over whether traditional media is dead remains unresolved, but one thing is clear—it’s no longer the dominant force it once was. Instead, it has adapted to complement digital platforms, with startups increasingly using a hybrid approach to build strong, credible brands.
