Businesses that treat traditional and digital media as rivals risk losing both reach and credibility, a leading media consultant, Olufisola Ige-Lahanmi, has warned.

Ige‑Lahanmi, Media and Communications Consultant, brand strategist and CEO of A.R.A Creative Hub, in an interview, noted that the most successful brands use a mix of old and new media to build visibility and public trust.
“Social platforms such as Facebook, Instagram, TikTok and LinkedIn have transformed how companies communicate — they deliver instant reach and direct engagement,” she said. “But television, radio, newspapers and magazines remain crucial for establishing credibility and long‑term reputation.”

Ige‑Lahanmi said many organisations err by relying on a single channel.

She further noted that a TV interview or a newspaper feature can confer authority that social posts alone rarely achieve, while social media keeps audiences engaged and provides measurable data on campaign performance.

“Visibility on its own is no longer sufficient,” she added. “Customers choose brands they trust. Trust is earned through consistent messaging, authentic storytelling and a deliberate combination of traditional and digital media.”

She urged marketing teams to develop integrated strategies that leverage the complementary strengths of each medium to strengthen reputation, broaden reach and deliver lasting impact.