Webcasting may be more effective than you think, according to Andrew Carothers, PR director for Evoke Software and author of "The Publicity Book," due out this month.
Excerpts:
Industry analyst firm Aberdeen Group investigated Hewlett Packard's use of Webcasting in 1999 and found that HP was able to streamline product introductions, increase
effectiveness and research of its communications, and significantly reduce the costs of key communications. Cost savings--derived primarily from reducing the use of multi-city
roadshows, audio bridges, and satellite links--were approximately $1.2 million in the first year, generating an ROI of over 1800% and a one-month payback. . . HP estimates that
the streaming Webcast for one major product launch reached twice as many reporters and analysts as other methods, resulting in 25% more press coverage. In addition, the Web events
are archived and available on demand to Web users at their convenience. Plus users can pause, rewind, and review the material, as well as Q&A sessions.
(Carothers, 415/537-9161)