Traditional PR vs. Digital PR: Which One Works Best for Indian Businesses?
Public relations (PR) has always been essential in establishing consumer trust and brand reputation in the Indian corporate environment. Businesses now have to decide whether to utilise a hybrid strategy, switch to digital PR, or rely on traditional PR in light of the growth of social media and digital media.
Because of its legitimacy and clout, especially in sectors like healthcare, real estate, and luxury goods, conventional PR still makes up 40% of PR campaigns in India, even if over 60% of them now include digital components, according to the 2024 PRCAI Report.
Understanding Traditional PR vs. Digital PR
Factor | Traditional PR | Digital PR |
Medium | Print, TV, radio, press conferences | Social media, blogs, online news, influencer marketing |
Credibility | High (mainstream media sources) | Moderate (depends on platform and source) |
Cost | Expensive (ad placements, events, media buys) | Cost-effective (organic reach, social media strategies) |
Engagement | One-way communication | Interactive and two-way |
Speed | Slow (news cycles, print deadlines) | Instant (real-time updates and viral trends) |
Analytics & Tracking | Limited | Real-time data tracking with AI tools |
What is Traditional PR?
Traditional PR emphasises obtaining media attention via reputable channels like:
- Newspapers & Magazines (Economic Times, Business Standard)
- TV & Radio (NDTV, CNBC-TV18, All India Radio)
- Press Conferences & Events (Product launches, award functions)
- Media Outreach & Journalist Relations
Credibility-building through traditional PR works quite well, especially in sectors like government healthcare, and finance. It does not, however, have the speed and adaptability of digital PR.
What is Digital PR?
Digital PR makes use of real-time interaction and online channels by:
- Social Media Partnerships with Influencers and Bloggers (LinkedIn, Twitter, Instagram, YouTube)
- Press Releases Optimised for SEO
- Podcasts & Online News
Digital PR is perfect for startups, e-commerce brands, and rapidly expanding companies since it is affordable, quantifiable, and scalable. However, since anybody can post content online, issues with reliability still exist.
Case Study: How an Indian Retail Brand Achieved 3X Growth with Hybrid PR
Challenge:
A well-known Indian retail business required increased media visibility and brand awareness as it expanded into Tier 2 and Tier 3 locations. Their reach in the rapidly evolving digital-first market was being constrained by their reliance on traditional PR alone.
Solution:
Wing Communication implemented a hybrid PR model:
- Traditional PR Tactics:
- secured articles in The Hindu and The Economic Times.
- Arranged events for product launches with Bollywood stars.
- Digital PR Tactics:
- Teamed up with YouTube and Instagram influencers to promote the brand.
- Press releases were written with SEO in mind to improve their internet search engine rankings.
Results:
- 25% more people visited the new retail locations.
- 3 times as much social media interaction than previous ads.
- placed among the top three Google search results for “India’s best retail brands.”
This example demonstrates that digital PR increases engagement and conversions more quickly than traditional PR, which establishes credibility.
Best PR Practices for Indian Businesses in 2025
1. Integrate Traditional & Digital PR
Maximum visibility is ensured via a mixed technique. While digital PR increases reach and engagement, traditional PR increases credibility.
2. Focus on SEO-Optimized Content
SEO-driven PR initiatives can improve discoverability, as more than 90% of Indian customers explore brands online.
3. Leverage Influencer & Thought Leader Collaborations
By 2025, influencer marketing in India is projected to reach ₹2,800 crores. Working together with journalists, influencers, and industry experts increases brand credibility and trust.
4. Use Data-Driven PR Strategies
Analytics programs with AI capabilities, such as Brandwatch, Meltwater, and Google Analytics, assist in tracking:
- Sentiment analysis and brand mentions
- Efficacy of a PR campaign
- Conversions and website traffic from PR initiatives
5. Crisis Management & Reputation Building
Expectations for crisis response have increased due to social media. To react quickly and preserve brand credibility, businesses require a clear crisis PR plan.
Which PR Strategy Should Indian Businesses Choose?
When to Use Traditional PR
- Government and Corporate Relations (For influence on policy and credibility).
- Luxury and Heritage Brands (brand narrative and premium positioning).
- Pharma and healthcare are regulated sectors with stringent communication guidelines.
When to Use Digital PR
- D2C brands (direct consumer interaction through social media) and e-commerce.
- Tech startups (rapid brand exposure and outreach fuelled by SEO).
- Financial Services (influencer partnerships and data-driven reputation management).
Why a Hybrid Model Works Best in 2025
Combining traditional and digital PR creates the best results, ensuring:
- Increased credibility of the brand (Traditional PR)
- increased speed and reach (Digital PR)
- Increased conversions and engagement (SEO & influencer-driven campaigns)
At Wing Communication, we create unique PR strategies that combine the best features of both strategies to guarantee long-term reputation management and brand success.
The Future of PR for Indian Businesses
Integration is key to successful PR in 2025. Digital PR improves speed, engagement, and analytics, whereas traditional PR establishes credibility and history.
Indian companies can increase brand impact, boost exposure, and maintain an advantage over rivals by implementing a hybrid strategy.
