Making YouTube Work for Your P.R. Campaign

(Originally posted August 16, 2008)

The world of broadcast public relations is constantly evolving as new technologies keep exploding onto the scene. From podcasts, webcasts, blogging and social networking devices, the public relations community has been searching for a way to harness the power of the internet.

Many production companies offer to put your VNR, B-Roll package or Generic SMT interview on the Internet video outlets like YouTube and Google, but is this really effective? Do you really think someone’s going to watch one of these boring segments and tell there friends, “You gotta see this?!?!?” Not unless you have some VERY unusual and compelling video.

If you’re having a hard time thinking outside the box, a picture (or should I say video) is worth a thousand words.

Today, in my inbox, I stumbled across a great YouTube video that was a perfect example on how to make YouTube work for your P.R. campaign. This video has all the right elements: it’s funny, it’s entertaining, and it says, “You gotta see this!” so you’ll tell your friends. What makes this really work is that it’s for a non-profit (ahaworks.org – Alliance for Human Action) with a “social” message about the importance of spaying and neutering your pets. You’d think that this might be boring, but not so – especially when you combine creativity with humor. I’m just surprised that it’s had only a little over 220,000 views. So take a look at “Help! Cat Music Video (Click Here)

One final question. So how did this video end up in my inbox? This one came in because I opted in for a newsletter from a vet (Dr. Jon) who answers lots of cat questions. As I happen to be a cat “owner,” this is targeted to a specific audience. You’ll notice that the link was to the Pet Place website and not YouTube since PetPlace.com embedded the video on their webpage. To really be effective, you’ll want to reach websites like Dr. Jon’s that target your audience and that will help your message go viral with the website’s subscriber base. Then Dr. Jon’s subscribers (along with other sites like his) will share the video with their friends and family because it’s fun and entertaining. They might even blog about it or embed it on their myspace or facebook page –like I’ve already done.

So the sky’s the limit! Create away! Contact us and we’ll help you brainstorm a great idea!

Posted by

Marianne Schwab, Executive Producer, CMP Media Cafe

Copyright (c) 2008. CMP Media Cafe. All Rights Reserved.

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