Online Placements
How can PR maximize online placements?
As magazines enhance the broadband content on their Web sites, a publicity channel worth exploring is online demonstration videos, notes Andrea Clark of Publicis Consultants.
"For example," she says, "look at the rise in cooking podcasts." Consumers enjoy learning about food and beverage products through online recipe demos or interactive videos. Seeing the product in action can ultimately drive purchasing decisions at little cost to the client.
"First, gather intelligence about the target magazine's editorial needs," Clark suggests. "Pay attention to how products are featured. Find out if the publication is open to new ideas to reach the online community. And provide creative content that is simple to demonstrate.
"An easy-to-create recipe with an intriguing combination of ingredients will capture an editor's attention and play well to the audience," she adds. And finally, use an upbeat spokesperson and stick to factual commentary.
"Not only do online demos successfully highlight the product," Clark notes, "but they also build valuable editor relationships and position the firm as a go-to resource."
B-to-b marketing
My b-to-b client has a lot of videos, podcasts, and Webcasts. How can the shelf-life of these assets be extended?
"B-to-b marketers always seek ways to extend the shelf-life and maximize the ROI of rich media content, such as videos, podcasts, and webcasts," says Tom Masotto, VP of ON24.
Rich media content is often hidden on corporate Web sites or servers once the initial promotion, product launch, or campaign is over. Masotto recommends considering how this content can be leveraged to help your clients generate more sales leads and awareness with target audiences.
Though posting content to video-sharing services or niche search engines can be great for generating awareness, he stresses the importance of considering the audience that these sites attract, as well as what information you can provide back to your client.
Masotto's suggestion is to place content on sites that cater to a b-to-b audience and can deliver information about the viewers. This not only increases awareness among key business and technology purchasers, but also greatly benefits your client from a sales lead-generation perspective.
"In the end, b-to-b marketers want high-quality leads that will increase the sales pipeline," states Masotto. "If you can do this while maximizing existing content, it's even better."
Media outreach
How much time should I devote to pitching social media rather than traditional media?
"It's as misleading to lump social media together as it would be traditional media," notes Johna Burke, VP of strategic sales at BurrellesLuce. "Both worlds are complex and changing fast. To get results in either, you must know which shows, publications, or social-media sites appeal to your target audience, then learn and follow their policies or cultural norms."
With traditional media, you pitch producers, editors, and writers who act as gatekeepers for readers and viewers. They will tell you right away if a story is wrong for their audience (though pros know up front to avoid an off-target pitch).
Web-based social media vary widely in their missions, audiences, and processes. The "editors" of some are thousands of site participants, but that doesn't mean there are no rules.
"Do your homework," Burke says. "Those who add off-target content to a social-media site get a bad name: spammer."
