Media Monitoring services, press events, and more

Should PR pros use services like Google Video and Yahoo Video in place of full-service media monitoring companies?

Should PR pros use services like Google Video and Yahoo Video in place of full-service media monitoring companies?

Media monitoring

Should PR pros use services like Google Video and Yahoo Video in place of full-service media monitoring companies?
Services like these will never fill complex needs, nor will they be the primary source of media content for PR pros, according to Michael Giovia at VMS.

"These applications provide only limited coverage," he says. "Simple searches often result in thousands of clips being delivered that are simply not relevant."

PR pros require detailed monitoring of TV, print, Internet, and radio coverage that delivers a comprehensive view of what is being said about them, competitors, and their industry. "They also demand analytics and access to metrics to help determine campaigns' effectiveness," he adds.

Full-service media monitoring companies mix industry technology with human editing and analysis to provide their clients with appropriate, timely, relevant, and actionable information that is delivered in a manageable format, which they can leverage immediately.

Press events
For a major press party, we want to create an enticing invitation. Should we consider "e-vites" or be more traditional?

Generally, e-vites are used for semi-public launch parties, more casual parties, or internal company events, says Jodi Wolf of Paulette Wolf Events & Entertainment.

"They are also useful for mass outreach because it's a convenient way to get responses," she adds. The impact of an invitation or a save-the-date card shouldn't be underestimated, though, as it's often your first contact with guests.

"What you say and how you say it will impact not just the attendance, but people's attire and arrival time," says Wolf.

"An envelope addressed in calligraphy containing an invitation with an RSVP card and a stamped envelope conveys a far different feeling than one with a CD," she adds.

From a PR perspective, is it worth $80,000 per second to advertise during the Super Bowl or other high-profile event?

"If a company is willing to spend $2.4 million for a 30-second spot to air in front of nearly 150 million people, PR should play a significant role before and after it airs," says Brent Bamberger of Bacon's/multivision.

PR has an opportunity to offer a return on any massive ad investment, whether it's the Super Bowl or Oscars. "Since this is the one time of year that ads make the news rather than interrupt it, the savvy PR pro should notify reporters about an ad weeks before airing," he advises.

In years past, these top ads garnered dozens of pre-Super Bowl stories simply because PR pros were out there talking about the unique aspects of the spots, says Bamberger.

New media
What are some non-traditional ways to communicate a client's message in this changing climate?

Satellite radio and other non-traditional mediums have opened many doors for PR pros to reach a target audience, says Ris' Birnbaum of zcommunications.

"With XM Satellite Radio putting on Howard Stern,and set to reach 9 million subscribers by the end of 2006, and Sirius nipping at its heels, radio is changing," she adds.

Client-sponsored audio spots can be produced, placed on clusters of XM Radio programming, and be tailored to a specific audience, notes Birnbaum. In addition, audio features that sound like PSAs can be placed in food stores and pharmacies to drive consumers to a product; video features can be placed in fitness clubs to reach the workout crowd; videos can be placed around CNN programs at airport gates to reach travelers; and creative slides or digital video can be shown in movie theaters, blogs, and podcasts.

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