A Perspective for Local Brands That Want to Maximize Reach
Social media analytics.
Click-through rates.
Real-time engagement dashboards.
SANDALE!
With all the hubbub, it’s easy to forget the power of offline public relations, or as we like to call it, traditional PR.
Traditional PR is not dead!
In fact, in the Philippines, it remains a powerful, culturally resonant way to build trust, shape perception, and spark action.
The challenge? Unlike online campaigns, offline PR isn’t always easy to measure. Yet if you’re not measuring it, you’re likely undervaluing its true impact.
Let’s explore why offline PR still matters in 2025, how to measure it effectively, and how it continues to complement your digital efforts, especially in a uniquely community-oriented market like ours!
Why Traditional PR Is Still Very Much Alive in the Philippines
Before diving into measurement, let’s reaffirm why brands should continue investing in offline PR.
- Filipinos Trust Community and Face-to-Face Encounters
Whether it’s a press conference, a radio guesting, or an on-ground brand activation, face-to-face interactions build stronger emotional connections. As a people, we’ve always placed great value on pakikisama, on relatability, and on personal rapport. Staying solely digital won’t replicate the human touch your brand could and should have.
- Not All Audiences Are Online
While digital usage is high, internet access remains uneven across regions. The Philippines is an archipelago and some areas are harder to reach for our telco providers than others.
In rural areas, people rely more on:
- Local radio
- Newspapers
- Flyers and posters
- Grassroots vents
- Word of mouth
Offline PR helps you reach audiences that digital can’t. You’ll also get more credibility this way!
- Mass Media Still Has Reach
TV, radio, and newspapers continue to enjoy substantial reach in the Philippines. According to Nielsen Philippines, as of 2023:
- TV reaches 96% of Filipino households
- Radio remains widely consumed, especially during commutes or in provinces
- Print retains influence, particularly for business and government stories
Don’t sleep on these statistics.
Pro tip: Always beef up your digital activations with traditional PR packages. Press release seeding, broadcast engagements, media engagements, and the like can go a long way in making sure your campaign gets the best results.
Why Measuring Offline PR Is So Important
1. Justifying ROI (Return on Investment)
Activations, community events, and traditional media placements often involve real costs. You have to think about the venue, logistics, travel, printed materials, media kits, and talent fees.
Measuring impact helps you answer:
- Was it worth it?
- What can we improve next time?
- Which activities drove the most value?
- What can we scrap or optimize?
- Can we do it again—and better?
2. Integrating With Digital Campaigns
Offline success can feed digital growth, if you track it right! For example:
- A radio spot mentions your website, which drives direct traffic.
- A mall activation creates buzz that boosts social media followers.
- A grassroots activation leads to inquiries via Viber or Messenger.
If you don’t measure both online and offline, you miss the full picture of how your campaign performs.
3. Making Smarter Strategy Decisions
When you know which types of offline PR efforts work best—press cons, radio spots, pop-ups, media fam tours, etc.—you can prioritize future campaigns based on evidence, not guesswork.
How to Measure Offline PR Effectively
While you won’t get the instant metrics of Facebook Insights, there are proven ways to track offline performance. Here are some tools and methods you can use:
1. Use QR Codes and Vanity URLs
Generate a custom QR code or unique URL (like brandname.ph/promo-iloilo) that’s used only in flyers, print ads, or posters at events.
Tracking how many people scan or visit that link gives you measurable data tied directly to that offline initiative.
2. Distribute Unique Promo Codes
Assign specific discount codes for each offline channel. Then, track how many customers redeem each one.
Pro tip: Get creative! We love a quirky promo code. For instance, try putting NGPFREECONSULT in your inquiry email and we might throw in a free audit for digital executions!
3. Monitor Direct Traffic Spikes
If you run a big PR stunt or radio ad and suddenly see a spike in your website’s direct traffic (unattributed visits), that’s often the offline world making an impact online.
Use Google Analytics to cross-reference traffic with offline PR timings.
4. Social Listening After Offline Events
Even though the event is offline, people often post about their experiences online. Monitor brand mentions, hashtags, location tags, and tagged photos after your on-ground executions.
Tools like BrandMentions or Sprout Social can help, or do manual searches on Facebook and TikTok (where Filipinos often post local happenings).
5. Media Monitoring Services
If you get traditional media coverage (TV, radio, or print), make sure you’re partnered with a PR agency that can help you monitor it and create reports. You’ll want to see data on mentions, impressions, estimated reach, and even sentiment for offline news segments.
6. Use Post-Event Surveys and Feedback Forms
Ask your audience:
- “How did you hear about us?”
- “What made you decide to attend?”
- “Which part of the event stood out to you?”
Include offline channels in your options (radio, flyer, local announcement, etc.) to identify which worked best.
How a PR Agency Can Help
A seasoned PR agency in the Philippines knows how to:
- Align offline efforts with broader campaign goals
- Identify which metrics matter for your brand
- Design tracking systems using QR codes, media monitoring, and feedback loops
- Connect offline moments to online amplification
- Present results that prove value to stakeholders
In short, they can turn an offline campaign from a “nice-to-have” into a performance-driven investment.
Offline Matters!
In today’s digital-first world, it’s tempting to focus all your energy—and budget—on trackable, online results. But to do so risks ignoring a huge part of your audience and losing opportunities to build deeper, more lasting relationships.
Traditional PR isn’t outdated—it’s just under-measured.
And in the Philippines, where connection, conversation, and community still happen largely offline, the most memorable campaigns are often the ones that show up in the real world.
So measure your offline PR like it matters—because it does! And if you need help making sense of the numbers or crafting a truly integrated campaign, NGP IMC can make sure your brand is felt both online and off. Contact us about traditional PR executions today.