A SUCCESSFUL public relations (PR) campaign cannot ignore traditional media in favour of online products, said a leading United States PR executive.

This is despite the big changes brought on by new media such as the Internet, according to GolinHarris president and chief executive Fred Cook.

New technology has changed the way consumers look at traditional outlets such as newspapers, television and magazines, he said.

However, Chicago-based Mr Cook, who was in Singapore last week on business, said in an interview that a combined approach is needed.

'Some people say traditional media is fading in importance, but we have seen that it still has a lot of value and an important role to play.

'As a public relations leader, we believe that an integrated campaign, involving both traditional forms of media and newer online avenues, is often the best option for our clients.'

McDonald's, OCBC Bank and Temasek Holdings are among GolinHarris' Singapore clients.

Mr Cook said even Internet giants could not ignore traditional media. 'Yahoo has a huge online presence, but it still finds great value in being mentioned in offline media, as this creates a huge jump in its online traffic,' he said.

Despite the growth of Internet usage and trends such as blogging, many consumers, especially older people, still depend on newspapers, radio, television and magazines, he said.

So, GolinHarris has developed a special service called Dialogue to help clients reach out with integrated media campaigns.

'We have about 35 staff around the world specialising in Dialogue, and they are focused on digital, as well as traditional, media, so they can counsel clients, create content and develop integrated programmes,' Mr Cook said.

The service is expanding its global workforce, and a Dialogue expert is likely to be based in Singapore within the next year, he said.

When asked about the key challenges for the PR industry, he pointed to growing consumer demand for authenticity as a key issue.

'People used to think that PR companies are here to put a 'spin' or a positive slant on information sent out to the media or consumers.

'But consumers are now more savvy and, with the Internet and blogging, they are able to respond immediately if they feel a company or campaign is not being entirely honest.

'There are now many chances for companies to engage in storytelling, because consumers want to hear stories and experiences from real people, be they employees, chief executive officers or even other consumers.'

This article was first published in The Straits Times on May 13, 2008

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