Submitted by Diane Farsetta on
"Today's video PR campaigns must include both traditional and online components," counsels PR Week. "Leave nothing on the cutting-room floor ... put it on YouTube or another video-sharing site. ... The use of viral video and other new-media initiatives is essential in connecting with teens," but "equally important is engaging parents, educators, and other adult influencers via traditional broadcast vehicles," such as video news releases (VNRs), B-roll video and satellite media tours. For example, Boston Market hired Fleishman-Hillard and On the Scene Productions to promote its "Time for Your School" program. The PR campaign included a partnership with Students Against Destructive Decisions, a page on the MySpace social networking site, and "traditional broadcast components" such as TV satellite and radio media tours. To promote its PlayStation 3, Sony had the PR firm Medialink Worldwide issue VNRs, B-roll, "multimedia offerings distributed via its digital newsroom," and viral videos posted to social networking sites.
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