Can influencers be journalists? Do old-school tactics for getting the latest scoop still work? How does one tell a story in this age of instant gratification and viral content? In the whirlwind of digital innovations and the growing influence of social media moguls, there is something enduring about the traditional earned media of TV, radio, print and podcasts. It's like that trusty old leather jacket in a sea of ​​fast fashion: it may not scream “latest,” but its value and style are timeless.

This arena, often seen as a relic of a bygone era, continues to hold sway over significant segments of the audience and retains a critical role in shaping public perception. Social media influencers and digital marketers may declare that traditional media channels are obsolete, claiming that newer, brighter methods are more direct and impactful.

But if you ask my clients (CEOs and founders of some of the most exciting brands on the market today), you'll get the exact opposite answer. The word traditional even sounds … a little traditional. Let's use the nomenclature instead proven… proven the media that does that work. Why, you may ask, does traditional earned media continue to hold sway in an age obsessed with the new and the now? Is it nostalgia for the “good old days,” or is there something inherently powerful about these traditional channels that modern digital strategies just can't replicate?

Let's peel back the layers and explore six reasons why traditional earned media still reigns supreme, despite all the advances and allure of digital instant gratification.

Related: What the C-Suite Needs to Know About the True Power of Earned Media

1. Trust and reliability: The gold standard

At the heart of the enduring appeal of traditional earned media is its unmatched ability to build trust and reliability. There's a significant difference between seeing a sponsored post pop up on your social feed and watching a CEO give a thoughtful interview on a morning news show. The first may catch your eye, but the second seize your faith.

This trust stems from the rigorous vetting process inherent in traditional media. Reporters and producers are trained to research and scrutinize, ensuring that the stories they report are not only compelling, but also credible. This level of credibility is golden for any brand aiming to build a strong reputation.

2. A spotlight on authenticity

In today's market, authenticity sell. Consumers are smarter and more skeptical than ever; they can spot a sales pitch a mile away and walk away quickly if they feel cheated. Traditional earned media provides a platform for true storytelling. This allows brands to tell their story on a human level – whether through an in-depth interview, a feature article or a documentary segment. This authenticity helps create a deeper connection with the audience, turning casual viewers into loyal customers.

3. Enhanced reach and exposure

Let's talk numbers. While it's true that a viral tweet can reach millions overnight, the audience of a well-placed TV segment or front-page article isn't just vast yet varied. Traditional media channels bring your message to a wide demographic spread, from millennials who tune in to their favorite podcast to millennials who read their morning paper. More importantly, exposure is often amplified through multiple touch points. For example, a news segment can be shared across online platforms, discussed on radio shows, and even featured in follow-up articles. This ripple effect means that a single media exposure can multiply in impact, extending the reach far beyond the initial audience.

Related: Why earned media is the best way to build your reputation

4. Use of legacy networks

There is something to be said for networks created within which traditional media operate. These are not just channels; they are institutions with deep-rooted connections and a wide reach. Getting your brand exposure on a platform with decades of industry authority can open doors that simply aren't available through newer media channels. It positions your brand alongside respected figures and trusted entities, which can be a game changer for companies looking to make a significant impact in their industry.

5. Integration with digital: The best of both worlds

Now, I'm not saying to ditch digital – far from it. The trick is to use the strengths of traditional media to strengthen yours digital marketing efforts. Imagine a high-impact TV interview that's then repurposed into bite-sized clips for social media, a thoughtful op-ed that expands into a series of blog posts, or a radio mention that's tweeted with a link for online streaming. By integrating traditional media coverage with digital strategies, you create a comprehensive campaign that leverages modern credibility and reach.

6. The Long Game: Building a Brand Legacy

Traditional media isn't just about instant splash; is to play the long game. The depth of coverage provided by these forms of media means your brand story is told in a detailed and nuanced way. This is not just a flash in the pan; it's about building a narrative that has the weight and authority to contribute to a brand's legacy. Over time, this can establish your brand as a leading voice in your field, which can have lasting benefits for growth and expansion.

Related: 6 Ways to Get All the Value Out of Your Earned Media Coverage

Embracing tradition in the age of innovation

In the digital age, where the new and shiny can be extremely alluring, there is profound value in sticking with the proven paths of traditional earned media. It offers a depth, authenticity and credibility that is difficult to replicate in newer media formats. By combining these traditional threads with digital strategies, brands can create a media presence that is not only comprehensive, but also compelling. So while it's great to keep up with the times, remember that sometimes, the old ways are still the best ways to make a real impact.