Should we post our corporate video on YouTube?
“It won't surprise you that YouTube claims more than 22% of all online video,” says Jason Mudd, founder of AXIA. “But YouTube's demographics may surprise you.”
A comScore demographics study revealed that 25% of YouTube users have a household income of more than $100,000 a year and that 44% are between 35- and 54-years-old, he explains.
“YouTube has grown to be a valuable medium for companies looking to promote their products and services at no cost,” notes Mudd.
YouTube might be a perfect place for you to upload a promotional video or your company's TV commercial, he advises, adding that the site can help clients develop new customers, as well as reach established ones.
What changes in radio reflect shifts in age or ethnic demographics?
The generation that brought us alternative and grunge is now nearing or reaching its 40s. As such, radio stations catering to this group are changing their format to reach younger, more sought-after audiences, such as the growing Hispanic population, says Curtis Gill, operations manager at News Generation.
“Stations with expanded playlists designed to mimic the average mp3 player catalog have been instrumental in altering the landscape for alternative stations,” he adds. “Many musical acts associated with the '90s are being shifted to adult contemporary and oldies stations.”
Some of the largest new rock stations in the country have disappeared within the past few years, proving that even the most powerful stations in this format are not immune to the shifting tides, Gill notes.
“Their dissolution represents a shift away from a for-mat that is no longer on the cutting edge,” he says.
I'm trying to win a new PR account. How can I differentiate our proposal?
Don't dwell on past achievements, says Colleen Ed-wards, CEO and president of Powermark. Instead, make sure you understand your prospects' PR objectives and brainstorm a set of tactics to help attain them.
“You'll energize the prospective client and increase chances of selection over another agency that's pitching standard capabilities and past achievements,” she adds.
Another factor in most decisions about an agency is concerns about bait and switch. No matter how persuasive and charismatic senior staff might be, Edwards suggests getting the day-to-day person to deliver the bulk of the presentation and let the client know that what they're seeing is what they'll be getting.
At the same time, make the role of the broader and more senior team behind the presentation clear. “This will help them see that you're focused on helping your front-line team achieve the same excellence every day that you put forward in the proposal,” Edwards says.
Send us your questions to firstname.lastname@example.org. Please contact Beth Krietsch if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.