Twitter is undoubtedly great for quick updates, for people running political campaigns, for instance (with tweets flying around with hyper or even manic frequency). However, when it comes to deeply understanding an issue, a technology, or an entire industry, you can’t beat having content-rich resources that have been shaped by thoughtful writers and readers … resources that are well-organized and helpfully displayed using Web tools.
While most public relations practitioners appear to be infatuated with the blogosphere, corporate podcasting could be lower hanging fruit.
According to a wave.3 [PDF], a global study by Universal McCann, the number of podcast listeners in the United States more than doubled in the last year and a half. During the same period in the United States, blog readership declined 2 percent and membership to social networks grew 3 percent.
That doesn’t mean blogging and social networking aren’t important, but it does mean the blogosphere and social networks have become crowded, busy and saturated. It also means blogs and social networks are among the most competitive new media communications channels to engage constituents through.
Podcasting, on the other hand, represents a far less competitive new media channel. Public relations podcasting initiatives can whisper in the ears of an influential, outspoken audience of brand ambassadors, compelling listeners to serve as word-of-mouth agents, repeating what they hear to their friends and family, and unfortunate as it may be, the source from which information comes is often seen as more important than the information itself.
Doug Simon, president & CEO, D S Simon Productions, authors one of the industry’s leading video blogs at D S Simon Vlog Views. The award-winning firm specializes in social media video communications creating and distributing video to web influencers and virally. D S Simon productions also offers traditional services including satellite and radio media tours, B-roll, corporate video, webisodes and event production. Clients include: The American College of Physicians, Parade Magazine, Macy’s and The Wall Street Journal. Simon is a Director-Delegate of the Public Relations Society of America’s (PRSA) New York Chapter and was a three-time Past-President of the Publicity Club of New York. He began his broadcast career at NBC Sports where he served as Talent Assistant to Bob Costas.
The world needs more content! Well-written, insightful articles have never had a problem getting picked up and published.
When someone goes through the work of creating killer content, companies will line up to purchase advertising space to be associated with it. The logic is simple. Consumers love good content and are willing to invest their time to consume it — and advertisers are certainly aware and are willint to invest in an attempt to get some of that precious consumer attention.
Under the traditional media model, the networks, newspapers and media outlets would purchase or create content and the advertisers would pay to associate their messaging with it. Because distribution was controlled by a small number of entities, you had to pay to get your message out.
But everything is changing….
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