Web video initiatives, creating effective Hispanic PSAs, more

What is essential for a successful Web video campaign?

What is essential for a successful Web video campaign?

Video communications has evolved into a standard ingredient in any communication and PR mix. For companies of any size, the increased demand for video content dramatically increases the complexities of getting started.

"Implementing 'best practices' can make the difference between success and failure," says Cynthia Cooper, director of corporate communications and PR for Web video solutions provider The FeedRoom.

Web video distribution can be maximized by implementing strategies such as embed video, which, she says, will allow your end viewers to help distribute your video to all of their online outlets with the click of a button.

Cooper suggests choosing a service that allows you to extend your brand through the embed code. "Allow your affiliates and other viewers to grab your RSS/XML feeds for automatic enhanced distribution," she suggests.

And lastly, Cooper adds, "Ensure proper tagging and integration with the search engines so that your videos are always found easily by using search engine optimization."
Multicultural PSAs

What do I need to know about creating a successful Hispanic public service campaign?

When targeting this audience, Annette Minkalis, SVP of broadcast services at WestGlen Communications, says to make sure the message resonates and is culturally relevant.

In addition, accompanying materials sent with the PSA should be professionally translated into Spanish. "And when pitching by phone, a Spanish-speaking publicist should be used," she notes. "While it's true that employees at the Spanish stations read and speak English, communicating in Spanish helps establish a better rapport with the station contact."

Also, if the PSA offers a Web site on the main page, make sure that you have an "en Espa-ol" button that takes you to an area where the material is appropriately translated, Minkalis suggests. Similarly, if a toll-free number is offered, make sure there are bilingual operators.

"Many of the Spanish networks will check to make sure their viewers or listeners are not frustrated by hitting a dead end when visiting your Web site or calling your number," Minkalis explains.


When budgeting a special event, what should I keep in mind for things like parking and signage?

A special event requires much planning beforehand in order to cost-effectively balance all the different aspects, including behind-the-scenes elements such as parking and signage.

"Although you've remembered to coordinate parking for the guests arriving at your event, you'll probably overlook parking expenses for event participants, such as semi-trucks, staff, entertainers, and volunteers," says Mark Cheplowitz, president of event planning firm Wizard of Ah's.

It's especially important to keep in mind that in big cities, even park-it-yourself charges can run as much as $35 or more per day, he shares. And signage, which incorporates graphics to display information on streets, outside and inside of buildings, should be budgeted with the different uses in mind.

"Think directional signage for restrooms and registration, A-frame signage for a listing of activities, warning signs, and no-smoking signs," suggests Cheplowitz. And in light of new Homeland Security guidelines, signage to inform of new security measures and prohibited items is also a good idea.

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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