Bandwidth Busters: Online Video Turns Pro; PR Execs Scramble

"Be assured that video is being used and being viewed online." When Medialink COO Larry Thomas opened up the March 4 Thought Leaders Roundtable on Video 2.0 Communications Strategies with this statement, the 15 senior communications executives in attendance bristled. True, each acknowledged the growing necessity of incorporating Web video into communications strategies, but the collective apprehension and general confusion about how to do so effectively was the not-so-white elephant in the room. "Video has been a double-edged sword," said Nancy Lewis, director of PR for SAE International, in reference to its power to both mobilize stakeholder groups and, if executed without regard to brand identity or the target audience, to have extremely detrimental effects.

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