Writing obituaries for the traditional press release has become a growth industry. Nevertheless, organizations continue to rely on press releases as a cost-effective means to disseminate their messages. Yet the nature of the press release is changing.
We all have them: Clients who demand the very best at any cost, with little thought to the burden they place on individuals, not to mention an agency’s collective sanity. Add in soaring expectations, tight timeframes and even tighter budgets, and you can throw any semblance of work-life balance out the window, right?
It is important to know that visual content marketing is like any other marketing or public relations platforms in that the same legal issues apply to all of these types of communications, regardless of format or distribution channel.
What is the best way to react to negative news? Since many stories fade quickly, is a reaction always warranted? By responding, you run the risk of keeping the story alive and encouraging additional coverage. Still, there are times when a response is necessary to curtail a serious hit to your reputation and/or sales.
For brands and organizations that are just beginning to develop their online video programming, a good deal of the content will initially focus on creating mini documentaries and conducting interviews with C-level executives and other senior managers.
The UN Foundation’s partnership program for media engagement offers tips that can serve as a model for nonprofit groups looking to share their story with a wider audience.