The Philippine PR Shift: From Traditional to Digital



Traditional media is facing a challenge. Filipinos spend an average of just 21 hours a week in front of the TV and only 50% read newspapers. In comparison, 44.2 million Filipinos are active users of new media, spending an average of 6 hours daily browsing the web, and these numbers are projected to grow.

Print and broadcast are suffering from declining revenues. The bonanza in classified ads has gone the way of the dodo as job search is free and convenient in the Internet. Competition from the upstart media is driving ad prices down because they no longer have an expensive oligopoly on people’s attention.

The new reality is forcing traditional media to adapt. Many companies are transitioning into the Internet; they’re media properties translated into the digital realm. The Philippine publishing goliath, Summit Media, is printing more and more of their 17 properties on the web instead of on paper alone. Radio listeners can enjoy their favorite stations on the Internet and TV reruns can be watched on their respective TV channel’s websites.

Philippine PR is undergoing a similar transition as practitioners follow where the public is. But instead of simply transitioning with the media, the industry is expanding their options.

Digital PR

Media networks are publishing content in their websites as well as their print operations. PR continues to court and connect brands with the new digital face of these networks, enabling them to connect with their audiences.


The ease of publication in the Internet enabled numerous people to share their thoughts. The most popular of these bloggers developed a strong following that hung on their every word. In the Philippines, popular bloggers have an average readership of 20,000 people. PR has been deepening their links with bloggers, whose Internet fame makes them suitable candidates for brand ambassadors.

Social Media

As the social network and selfie capital of the world, 42% of the Philippine population are active social media users. These networks offer an opportunity for PR to directly relate with the public never found before.

Website Design and Development

Websites provide a method for brands to carefully craft a message, an experience, that is unaffected by other noise produced by social networks and online ads. Websites can offer a PR hub that helps brands display its identity, raise awareness, and create customers.

Search Engine Optimization

Online visibility depends on search. Search Engine Optimization or SEO helps brands become the first name that people see after a search.

PR is changing as new media increases its dominance. No longer will it just be confined to press releases, media relations, and media training. It will encompass the many different digital ways that messages reach the public.