Why Print Matters in A Crisis

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Crisis communications is a special type of information delivery meant to ensure audiences remain well informed and up-to-date, even during the worst of times. Whether it is preparing for difficult business situations or unfathomable world events, a crisis communications plan is a big part of any organization’s strategies, and they all bear one thing in common: print information delivery.

Print is one of the oldest and most versatile media in existence, and here are 7 reasons why it remains a core part of the most critical form of communication in times of upheaval.

  1. Printed content can be produced at extremely low cost and with limited technology. This means that it is easy to generate printed information under dire circumstances, and to generate the content en masse. Further, no technology is required to consume printed content, ensuring there are no barriers to delivering information in a crisis.
  2. Millennials, currently the largest generation, are print’s largest advocates. While they do consume a great deal of content online, they prefer printed communications, particularly newspapers and magazines, for news and factual content.
  3. Results from numerous research surveys from major data companies show that content consumers put more trust in print communications. The answers often show the “why” relating to journalistic and professional history of print, while digital content’s history is focused more on recreation and entertainment.
  4. Localized information delivery is still owned by magazines and newspapers. This means that, when crisis occurs, people will turn to the resources that are already serving their communities.
  5. The lifespan of digital messages and information is very short, due to the immense amount of content online and the frequency with which it is created. Print, which is built for mass information delivery that satiates information needs for a longer span of time, will continue to inform people long after the digital message has aged out.
  6. Print can smoothly transition to digital, but digital cannot smoothly transition to print. Anything produces for print development can be swapped over to digital, immediately allowing the expansion of the delivery and message. Digital-first content requires significant effort to prep for print, making it more expensive and difficult to broaden the reach of the message in a crisis.
  7. Receipt of print information is one of the few things that nearly every person in the U.S.A. opts in to, by choice. Every home and business has a registered address that, in times of crisis, can be used to deliver information, even on the generic level of “to resident.” This means print can reach any home and building, if needed.

Further Information

To learn more about the top assumptions of digital communications, click here. For top facts about print being alive and well, click here. More information about crisis communications strategies and resources can be found here. You can also find a comparison between print and digital here.

If you would like more great content from Publication Printers and the Publication Printers Marketing Group, click here.

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