5 outdated PR tactics and their modern equivalents

But, the ways in which we achieve some of these elements have changed.

From circulation numbers to embedded URLs, event attendance to social presence, and direct mail to text messages, PR is evolving. Here are five outdated practices that have successfully undergone modern makeovers:

1. Press conferences

While traditional press conferences may still work for government officials, Twitter chats are the modern equivalent. Eighty-three percent of Fortune 500 companies have active Twitter accounts, and for good reason. With 271 million monthly active Twitter users, companies have their customers, partners and prospects at their fingertips.

2. Media tours

Unless you’re flying across the globe for an event or customer meeting, hopping on a plane just for a media tour is practically unheard of these days. Why waste thousands of dollars when a series of 30-minute phone briefings will do the job? Not to mention, with the propensity for scheduling conflicts and breaking news, face-to-face sessions can be more hassle than they’re worth. You’ll see everyone at the next major conference anyway.