Last month, we looked at how video could be the new media release. Here’s a good example from Ford showing the power of a simple video compared with a traditional media release and a social media release.
High profile, Unites States blog Techcrunch has a new media policy – break all embargoes, even the ones they agree to.
One reason is that the outlet that publishes a story first in today’s online world get the best visibility online and the best search engine ranking.
And, the second reason is that there is no downside to breaking an embargo. Techcrunch argues that United States PR firms are so desperate to do well for their clients that they will continue to send media relases to anyone and everyone in an attempt to get publicity no matter how they have been treated in the past.
I’d also say that in New Zealand we are doing our clients no favours when we use an embargo simply as a scheduled time slot for a release to be made public.
Video is being used more and more as an online communication tool of choice – including how-to instruction guides; vlogs (video blogs); promotional and marketing tools; and real world marketing activity being videoed and the video put online. The good thing is top-end production values are not always necessary. A strong idea well-constructed inexpensively and quickly can be just as successful, if you know how to find and engage your audience.
Here’s a blog piece that explains the concept and shows some useful case studies; another giving some tips on making and marketing online video; another explaining how to find an audience using YouTube; and here’s an article in the NZ Herald charting the rise of ‘webisodes’.