Internet delivery of broadcast-quality video has yet to become an everyday practice, but broadcast PR pros believe PR practitioners should consider it more seriously when creating distribution plans for clients.
Shoba Purushothaman, CEO and cofounder of The NewsMarket, says about a year ago 40% of her company's video deliveries were digital, while 60% were paid or satellite. "Today, 70% to 80% is delivered by digital means, so the market has moved a lot," she says. "We're doing about 25,000 deliveries per month."
The NewsMarket has been doing Internet delivery of broadcast content for five years, and Purushothaman expects the practice to become more ubiquitous in the near future.
"We live in an on-demand news environment, and people want instant gratification, and this is the quickest way to deliver video content," she explains. "The second reason is reach. Internet delivery allows you to simultaneously reach journalists around the world. There are newsrooms in 140 countries, and PR people aren't going to FedEx tapes to China and Germany and Brazil.
"So every month, clients like Motorola and AOL and BMW are getting hundreds of requests for video content in newsrooms they've never reached out to," she continues. "PR is a numbers game, and the more people you reach, the higher the chances are that you'll get covered."
Purushothaman adds that cost is another factor; Internet delivery is reportedly one-fifth the cost of traditional satellite distribution.
Tim Bahr, president of MultiVu, says it will eventually be a more viable part of the distribution mix once newsrooms have all the necessary technology.
"Whether or not a large portion of reporters in the US have the software that will allow them to use it is the question," Bahr says. "But that time is coming."
Bahr says MultiVu posts its customers' content on an online press page within PR Newswire, as well. "Putting content on the Internet is one thing, but we're putting that content in an environment where the media are actively looking for content," he says.
Internet delivery lets clients reach a larger amount of media outlets
More print publications are publishing on the Web and using video content to accompany articles
The cost of Internet delivery is less than the cost of traditional satellite distribution