Viral Video, the Magazine Boom, and Other PR Blog Jots
PR Squared
Todd Defren posts a write-up of an effective viral video by marketing exec David Applebaum, who successfully created a viral video campaign for a recent client. He suggests investing financially in the effort, spreading it around to a dynamic list of sites (not just YouTube), and consistently tracking the results. Defren breaks down his advice into a simple five-step plan for viral video success. Among his suggestions, he urges marketing and PR teams to, “Be clever --- show your company's true personality. If your video is not entertaining, don't expect that your upload to YouTube equates to a viral campaign. If it doesn't get passed-along, it ain't "viral," folks.”
Newspapers Declining, Magazines Thriving
Micro Persuasion
Commenting on a recent set of statistics that shows that print magazines are thriving even as the newspaper continues to decline, Steve Rubel wonders if online content will ever hit magazines as hard as newspapers. He notes that while the news magazine (such as Time and Newsweek) has also suffered at the hands of the online, 24-hour news cycle, magazines with other content are at their highest peak in years. Rubel believes the advertising in magazines, particularly fashion magazines, is a part of the content and contributing to their continued success. “Finally, a lot of the content is very visual and it's very difficult to create such an tangible and visually engaging experience online. Their increased use of video, however, could change all of that.”
Journalism Shifts to Integrate Web 2.0
The Flack
Peter Himler posts today on the evolution of journalism, and how public relations is shifting (or ought to shift) to keep up with the turning tide. He lists examples of the ways that mainstream media outlets are working to integrate online video, consumer generated content and social media into their strategies, and argues that PR professionals need to embrace all manner of communications, both new and traditional, in order to continue to be effective. “As PR professionals, we should not lose sight that our clients are newsmakers, and that we still have a strong hand in how that news is presented, delivered, parsed, amplified, spiked, received, believed, morphed, ignored, blogged, embraced and/or echoed.”
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