What term is often used to describe foundational tools like press releases and advertisements?

The term that is often used to describe foundational tools like press releases and advertisements is traditional media. This category encompasses established forms of communication practices that have been in use for decades, including print newspapers, magazines, television, and radio. These tools have historically formed the bedrock of public relations efforts, helping organizations communicate their messages to the public, stakeholders, and the media.

Traditional media has a long-standing credibility and familiarity, making it a preferred choice for disseminating information. Press releases specifically are designed to communicate newsworthy events, announcements, or developments directly to journalists and media outlets, a practice that has been a staple of public relations. Advertisements, on the other hand, are paid communications aimed at promoting products or services to a targeted audience.

While digital media, new media, and social media are increasingly influential in modern public relations strategies, they represent newer approaches compared to the established practices of traditional media.