Technology is evolving and audiences want new ways to digest information. This often leaves print media as a forgotten format.

We recognise that print media is still a powerful tool to engage audiences through our work with Medical Communications, Healthcare and Pharmaceutical organisations. In fact, our data demonstrates that through congress and events print media out-performs digital in terms of actively engaging delegates.

Newspapers and magazines are still the first choices for many labelled Generation X (those born after WW2). Generation Y (those born between 1980 – 2000) have been programmed to use the internet as their first choice for information, and Generation Z (those born after the Millennium) are so in tune with the digital revolution that they are often referred to as ‘the first tribe of true digital natives’.  They are smarter, safer, more ‘savvy’ and want to change the world.

This information is why it is crucial to evaluate your audience as part of your communications plan.

The aim of your communications will always remain the same. To raise awareness of who you are, what you do, and why you do it. To build relationships and to develop a positive reputation in the eyes of your target market, you need to reverse engineer their experience.

Consider three key points:

• Where they want to be reached

• How they want to be reached

• Why you want to reach

As we all absorb the mobile-first way of life, a majority of PR has turned digital. Digital PR really is an exciting combination of traditional PR, content marketing, social media and SEO, however, it should be noted that there is still power in print.

Daily newspapers at Congress’s across Europe received exceptional responses.