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Press releases are the car manuals of the information world: while boring to read, may contain important information (Note: This is merely the opinion of the author who does, in fact, enjoy reading car manuals).
Consider the quickly expanding use of media within the realm of the internet. That statement alone already sounds dates even though I wrote it but a few seconds ago – perhaps a testament to the dynamic social construct of the world wide web. But I digress, the use of media on the internet has elevated from a nice surprise to an outright expectation. News sites, company profiles, seminar recaps – regardless of the subject, we expect media. Media in the form of photo, video, audio, and controllable elements such as live-feed. Considering the expectation of media on the internet – shouldn’t our lowly press release also be held to the same standard?
Indeed. Enter RealWire from WebitPR an organization which specializes in just that: Press releases which truly acknowledge the expectations from the current web users. WebitPR (webitpr.com) creates press releases designed to be noticed. Coming pre-packaged with the typical media components, the press releases are short, interesting, and actually kind of fun to read (which is saying a lot compared to my car manual which hasn’t changed in the last 13 years). Designed with these elements at the forefront, these press releases are the perfect package to send out to the media, news, investors, and possibly the most important audience: bloggers. That’s right. I said it. Bloggers (at least the popular ones) are quickly becoming the opinion leaders of the 21st century. We subscribe and while we may not fall on their every word – it’s safe to say we definitely stumble on a few. By packaging these press releases with all of the exclusive media components, it (nearly) ensures that bloggers will not only acknowledge the release, but use it to its’ fullest capacity. Still too theoretical for you? Let’s take a look at one packaged by WebitPR regarding the Nintendo Wii...
Notice the use of the Reevoo advertisement highlighting an important consideration for holiday shopping. Quick, interesting, and again – fun. That’s not just how it should. That’s what we expect.
(Top YouTube hit: The Evolution of Dance)
One of the main strengths of YouTube is the fact that it is easily transferrable to virtually anyone on the internet. In other words, by there not being a requirement to download anything – YouTube is a simple tool to connect to various publics. Furthermore, YouTube is one of the top media outlets for many individuals within Generation X and Y. What this means is that people within these generations frequent YouTube looking for various content which reflects their hobbies and interests.
Even though YouTube is popular among certain generations, I believe it could be perceived as intrusive or unprofessional by others. Some individuals may perceive YouTube as an unprofessional platform based on news stories, statistics, specific videos (which may or may not be representative of the entirety of YouTube), or unfamiliarity. Individuals who perceive YouTube as unprofessional may also connect that perception to their perception of the organization hosting a video on YouTube.
For example, let’s assume that Proctor and Gamble will run a grassroots viral-marketing campaign on YouTube. Within this hypothetical campaign, let’s assume that Proctor and Gamble prompts their viewers to make their own videos on how they use certain products (I.e. Tide detergent). At this point, any viewer on YouTube could upload their own video to YouTube as a response to this prompt. Sounds good. But, at this point any viewer could post virtually whatever they want- including things which may damage the reputation or image of our friends at P&G. For a real-time example of this situation see the latest post by Discovery Channel which highlights a prompt from the show, Mythbusters http://www.youtube.com/watch?v=ESnxQ1J2Jvc
Along with video responses – a company may also be weary of the posts and comments which are available on the YouTube. While the random vulgar or ridiculous comments may surface – the main concern with the comments section is to remain true to your audience. In other words – keep a consistent message to your public. Don’t contradict yourself. Don’t send mixed signals. Don’t lie. And don’t cover things up. Reason being (besides the ethical aspect) is that if the truth surfaces (which it most likely will) it will be communicated across the board in a matter of moments. So to a company I say this: there is no reason for concern unless you create one.
The primary audience on YouTube is aged 18-34 – with this in mind, it’s important to consider the proper way to construct a video message. The most popular vides on YouTube are those which implement a specific (yet dynamic over time) style of video editing and topic. Videos which include humor or an otherwise unique message usually surface at the top. In other words – those which inspire, entertain, or include an undeniable element of novelty will receive the multi-million clicks. Videos such as “The Evolution of Dance” http://www.youtube.com/watch?v=dMH0bHeiRNg (which, by the time of posting this, will most likely reach 100 million hits) include music and otherwise ridiculous elements favorable by an audience looking for an escape from the ordinary. YouTubers will reward the novel videos through permalinks and online discussion. Those which don’t appeal will simply fade out of the spotlight to become part of Youtube’s growing video archive. Simply put – in order to reach this audience, your video needs to be new. It needs to be fresh and exciting. Elements of music, funky editing, or groundbreaking ideas will separate it from the pack. But be prepared, as videos in the past have shown, hits may escalate from 1 to 1 million in a matter of hours. Make sure your message is ready for the masses. Even with how much we know today, it’s impossible to tell what “Evolution of Dance” will be tomorrow.
