Andrew Susman is cofounder and CEO of Studio One, a creator and syndicator of multimedia content. He answers questions about the broadcast landscape, and the strategies and tactics for effective video communications.
PRWeek: When doing an audience analysis, what should you be looking for?
Andrew Susman: The key is to find the sweet spot between your client's marketing and communications objectives and the publications that you are targeting to carry your content. For example, publishers need content that their audience will find interesting or useful. At the same time, advertisers or corporations want to drive awareness and purchase intent in order to boost sales. One solution is to talk to publishers and editors, find out what content their audience needs, and then create non-advertorial content for them that is exclusively sponsored by our client.
PRWeek: What are some of your tips for PR pros to create professional looking content?
Susman: There are two key ingredients to professional-looking content: editorial independence and subject-matter expertise. A certain truism in an on-demand media universe is that no one demands more advertising. Content must not have any kind of hidden agenda from an advertiser or corporation in order for consumers to trust it.
Second, it should either be created by or involve a subject-matter expert and/or nationally-known authority. Our research shows that consumers rely on content involving subject-matter experts to inform their decision-making process. If that content is presented to them by a company, then consumers view that company with gratitude as long as there is no hard-sell messaging.
PRWeek: How has the broadcast PR and video landscape changed in recent years?
Susman: We've all seen a huge shift with the explosion in the number of media outlets and the decreasing audience sizes on each outlet. On the PR front, what this essentially means is that editors are hungrier than ever for good content that will attract a large audience. The downside is that your message will need to be picked up by more outlets in order to achieve scale. Our solution is to build a syndication network of relevant publishers on the Web, effectively aggregating this fragmented audience.
On the video front, our research shows that despite the wide availability of user-generated video, consumers still rely more heavily on professionally-produced video, again, with a subject-matter expert involved, when it comes time to make a decision.