Twenty years ago, public relations – to most people – meant the spreading and sharing of information and news to the general public. If a company wanted to announce a merger to their stakeholders, they would write a press release and then begin the process of submitting to print publications and news outlets for distribution, most often via snail mail. This process would often take days at a time.
Fast forward to today and the core function and purpose of PR has not changed much – it still entails spreading information to maintain a relationship with the general public. However, the tactics of HOW that information is shared have changed dramatically. You could say that PR has gotten an “e-facelift” for a digital era.
Have your PR efforts been renovated for today’s digital world? If you’re not sure, read on…
About 87% of U.S. brands and agencies leveraged video for their content marketing programs last year. Contrary to popular belief, the power of video content isn’t exclusive to business to consumer marketing. Business to business marketers are getting in on the action as well. In fact, 52% of BtoB marketers used video in 2012 which was a 27% increase over 2011.*
Unfortunately, many marketers are tasked with the challenge of producing video content and not held accountable for marketing it. So while we see an ever increasing number of videos being added to tried-and-true YouTube as well as newer outlets, the multichannel promotion and optimization of those videos are lackluster and are not producing an ROI. Let’s take a look at how this could negatively impact your video content plans.