Video submissions and TV programs, online PR, more

How can a video submission help with pitching to a TV show?

How can a video submission help with pitching to a TV show?

In this video-centric age, submitting a video to a TV show can increase your clients' chances of getting a booking, notes Amy Goldwert Eskridge of AGE Productions.

"Producers need to know in advance whether someone looks presentable, can speak well, and is comfortable in front of a camera," she says. A still photo is not enough; producers need to see and hear a short sample of what this person will offer and how he or she will come across.

"While experts may have a lot to offer large shows, if they don't have a video, they may be passed over as a potential segment guest," Eskridge adds. "The marketplace is too competitive to allow producers to take a chance on booking someone they haven't seen or heard before."

Eskridge suggests hiring a professional video producer to assist in both the technical aspects of videotaping, as well as the content. The video can then be made into a DVD. It can also be converted to a digital file for e-mailing or posting on a Web site.

Online marketing
Why has online marketing caught on so broadly?

"Online marketing and PR is far surpassing traditional marketing for many reasons," says Jimmy Raskin of iNDELIBLE Media. With online marketing, you have an unlimited radius of impact, ability to track results more efficiently, increased creative flexibility and power to change/update content at a whim - all at a lower cost than offline advertising.

According to eMarketer, online marketing budgets are projected to hit $22 billion by 2009. The traceable results of online marketing are more attractive to advertisers, who need hard numbers for budgeting.

The creative flexibility with online advertising is giving birth to the concept of "advertainment," as advertising becomes more entertainment-driven in efforts to retain consumer engagement. "We need to stop thinking of Web sites as merely an information hub and start treating them more like entertainment experiences," Raskin advises.

He suggests using a "Super Bowl spot approach" to Web design when building sites for clients to communicate their brand essence in a way that will spur consumer interaction.

Information design
How can information design improve cause marketing?

"Cause marketers have to be strategic with resources to engage stakeholders enough to raise funds and awareness of their cause," says Lori Wilson of Funnel Incorporated.

She suggests taking a unique approach to reports by capturing an organization's passion, brand, and tone, giving the cause a boost in a crowded fundraising and media market.

"Information design, which combines illustration with explanatory text, organizes complex topics in a visually compelling manner that is memorable and easy to understand," notes Wilson. Illnesses, environmental causes, and social issues benefit from this user-friendly approach. Diagrams bring data trends and statistics vividly to life.

Maps aggregate geographic data or relationships to illustrate an organization's scope, logistical capabilities, or areas in need. And instructions serve to train volunteers and are relied upon during a crisis when clarity and comprehension matter most.

"Once a topic is clarified, it can be used in collateral, Web sites, presentations, press materials, annual reports, and direct mail," she adds. "This continuity of message and graphic presentation adds credibility to the organization, which greatly enhances its chance for success."

Send your questions to toolbox@prweek.com. Please contact Irene Chang if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.

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