With more people spending time online, newspapers are becoming less important as communication platforms for different PR campaigns. I took part in a PR campaign that is focused on utilizing social media as a tool for communicating to a wider audience of stakeholders.
Our client, a motor distributor, was looking for an opportunity to demonstrate the quality of their latest vehicle. We’ve been given a PR brief to develop a campaign focused on showcasing the features of the car, its fuel-efficiency and affordable price.
Looking at the available media platforms, so many things have to be considered. Television is expensive, radio doesn’t capture the imagination of the listener especially if you’re talking about a car and newspapers/magazines do not have as much readership as they used to.
We brainstormed over a few ideas and decided to develop our own YouTube channel as well as a Facebook group. Because people love a celebrity, we’re lining up two celebrities to test-drive the car. We’re going to film the video, edit it and let the two celebrities race the car.
Our YouTube channel will allow viewers to write their best review of the test drive, therefore taking way the chance for them to criticize the vehicle. At the same time, we’re getting viewers on the site to look at the vehicle – all through subtle communication that does not announce itself to the audience.
The campaign slogan is, “Would you let these two drive your new [Car Name]?”
The ten best reviews will go into a draw to win a VIP drive around the city in the vehicle together with one of the celebrities in the YouTube video. Our target is to have at least one million views of the video, demonstrating that social media is a powerful tool for communication these days. That number is far higher than the usual circulation for a newspaper or magazine – and we think that out of that one million viewers, there’s a possibility more than two people will be watching the video together.
The spill-on effects are many. We plan on developing a shorter video that can be sent via mobile phone as well as viral video to be shared via email. The possibilities are limitless and as we pitch the idea to our client next week, we hope they see that the days of the newspaper/TV/radio strictly for a PR strategy are gone.
Thato
5 comments:
Greetings thato,
That's true, the communication terrain is changing and online media is definitely part of the new terrain. However,
I believe you have to wait'n see whether online media can "change" the knowledge, attitude of your publics towards your new service or products.
I argue that just because you have got 1,000,0000 hits for your youtube video, it doesn't mean that you have been successful. Though it means that
you managed to get the attentions, it doesn't mean that you have got "the increase in sales".
What do you think?
Ali.
Hi Thato,
I would have to agree with Ali. More and more people are jumping on the social media bandwagon now, thinking they can do this and that on Twitter and Facebook, but I would caution against such optimism.
Don't write off traditional media just yet. In Malaysia, for example, newspapers and print media are still considered more credible than online sources. My own experience with bloggers and online journalists have also proven this to be true.
While social media has given marketers a whole new medium to play with, we should proceed carefully. YouTube and others may grant us instant access to millions of people in a way traditional media cannot, but remember that the responses from these masses could just as likely be negative as they could be positive.
Just look at what Dave Carroll did to United Airways (bit.ly/z2GU5).
hey you are not alone on this, i have also learned that social media are tremendous trend on today's communication, especially when you want to capture mass audience. Most people spend much time on especially Facebook than watching TV or listening to radio. You will also agree with me that many marketing companies out there needs pr practitioners to motor their communication and come up with unique strategies of marketing their products so that they are more competitive.
It was during my internship, that our company also launched a Facebook group to promote one of our client's products and it was a success since many people joined the group within a short time. So every business today goes online and this social media is cheaper and better compared to advertising on TV, where you will pay more money just to advertise. cheers and thanks for your post.
Hy Thato,
I say the use of social media can be very beneficial to PR but yes lets not rule out traditional media.
Before venturing in to this new media, organisations should be thoroughly taught on the benefits and the disadvantages of internet on PR. It can be dangerous yes but still its can help build company reputation.
Newspapers are considered more credible but it has been proven that readers around the world regard web information as equally credible to TV, Radios and magazines but then of course lesser than that of Newspapers.
The fact that it is held with such high regard as of TV's it can and should be explored by PR.
Palesa
It's interesting how the internet is becoming a cheaper and easier way to engage with the public. You say in this post that radio doesn't capture the imaganation and television is too expensive. These are interesting points as they show how many more options companies now have regarding coverage. It also highlights how companies are branching out and evolving when it comes to using the internet and social media.
The YouTube channel is a great idea! I'm currently interning at The Nationals WA and that is something they haven't quite caught on to yet. I think a YouTube channel would be helpful for them around the time of elections.
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