Broadcast PR firms embracing media changes

NEW YORK: Broadcast PR providers are adapting to the changing media climate with tools aimed at bringing video content directly to consumers.

NEW YORK: Broadcast PR providers are adapting to the changing media climate with tools aimed at bringing video content directly to consumers.

Medialink last week announced that it has begun to offer such content on public databases like Yahoo! and Google video, as well as mobile devices such as iPods.

Laurence Moskowitz, president and CEO of Medialink, said the direct-to-consumer model of video has gotten a higher profile as the media environment has fragmented and become more interactive.

"The media are filters," he said. "In order to meet their challenge of the broader audience, they may not cover or amplify news that could be critically important to some constituents."

As part of a recent broadcast campaign for General Motors, Medialink created a podcast featuring Tiger Woods to promote its new Buick brand.

Larry Thomas, COO of Medialink said the popularity of internet-based video has forced VNR companies to push clients' content right to the web.

"As the technology has improved and as the variety of content has also improved, more people are looking for video on the internet than they have in the past," he noted.

MultiVu, which late last year began making video podcasts available on iTunes, has introduced two new products designed to reach more targeted audiences: The electronic media kit (EMK), a contemporary version of the VNR, includes b-roll, a 60-second video report, an ANR, a multimedia news release, online press page, and audio and video podcasts. The broadcast/multimedia briefing is an updated SMT and includes many of the same components as the EMK, but also features TV and radio interviews.

"We're giving our clients functional products that allow them to make use of broadband," said Tim Bahr, president of MultiVu. "We're taking a product that used to just go to a television audience and turn into a product that goes to television, radio, print, and the end user."

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