Managing Risk, Maximizing Results Part 2: Video Rocks Traditional PR

Last week, "Managing Risk, Maximizing Results Part 1" discussed the do's and don'ts of incorporating video into such social media as YouTube and MySpace. But the fact that

video is a good match for the Wild West of online platforms doesn't mean more traditional digital functions - media relations, internal communications, human resources, etc.

- don't stand to benefit as well. Video can and should be used to connect with employees, recruit new talent, communicate stories to the media and interact with consumers in

a more controlled environment. Once again, it's just a question of how to do it without hitting the sand traps. Here are some best practices to help you navigate the online

video laby-rinth. (For other tips, see our How-To section on p. 2.)