"Public Relations is not just about media relations. Public Relations is about putting cool stuff on the web. It's about publishing content.....it's about driving viral aspects of your idea" says David Meerman Scott.
I totally second his thoughts. He stresses on the fact that you can now sell your ideas directly to the public, you don't have to go through media. It's all about creating online buzz.
And what better way of reaching the masses than the viral videos or podcasting? You could be a talented actor/singer without much luck and tight pocket. But then you put your Grey cells and creativity to use and create a video of showing your skills. Stick it on YouTube, spread it through emails, blogging etc and next thing you know is that you have been 'discovered'. Fast forward a few weeks, perhaps months and you are now a brand. Like the idea?
Viral videos tick all the boxes of being an effective and strategic PR tool. It's cost effective, track able, has a long life span, measurable and most importantly it's self advertising. Viral marketing through such mediums is all about energy, imagination and time. It's clever. It's Guerrilla marketing. I guess one of the reasons PR through viral videos is gaining popularity is because it makes a human connection and leaves a visual impact. One does not feel that he or she is being sold a product. It's not being imposed on you. It's a simple decision, you either watch the video or you don't. You either like it or you don't. But you have the power to make that decision. And we all like any form of power trip, no matter how big or small, don't we?
PR aided through Viral tools is here to stay. It's making a mark today and it will probably shape up our tomorrow.
And here is a reason and way to show your creativity to your loved one this Valentine's day. Let's get started.
I totally second his thoughts. He stresses on the fact that you can now sell your ideas directly to the public, you don't have to go through media. It's all about creating online buzz.
And what better way of reaching the masses than the viral videos or podcasting? You could be a talented actor/singer without much luck and tight pocket. But then you put your Grey cells and creativity to use and create a video of showing your skills. Stick it on YouTube, spread it through emails, blogging etc and next thing you know is that you have been 'discovered'. Fast forward a few weeks, perhaps months and you are now a brand. Like the idea?
Viral videos tick all the boxes of being an effective and strategic PR tool. It's cost effective, track able, has a long life span, measurable and most importantly it's self advertising. Viral marketing through such mediums is all about energy, imagination and time. It's clever. It's Guerrilla marketing. I guess one of the reasons PR through viral videos is gaining popularity is because it makes a human connection and leaves a visual impact. One does not feel that he or she is being sold a product. It's not being imposed on you. It's a simple decision, you either watch the video or you don't. You either like it or you don't. But you have the power to make that decision. And we all like any form of power trip, no matter how big or small, don't we?
PR aided through Viral tools is here to stay. It's making a mark today and it will probably shape up our tomorrow.
And here is a reason and way to show your creativity to your loved one this Valentine's day. Let's get started.
And on that note I wish you all a very Happy New Year. May you find prosperity, success and peace in 2009. I know I will :)
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You make it sound so easy Subhir! You should read Grapevine by Dave Balter
ReplyDeletehttp://www.amazon.com/Grapevine-New-Word-Mouth-Marketing/dp/1591841100
It really made me reconsider what virals can realistically achieve - I mean they can be kooky or funny or clever but at what point does someone stop laughing and actually go out to buy the product? I dont think Ive bought a single cadburys chocolate bar since that gorilla advert.
Ive just done a post about virals, so ive been thinking about them too...I'd conclude (though not in that post) that a) its difficult for companies to make their own virals because business lacks real credibility in the eyes of the public and b)a viral should be relevant to the viewer and answer questions about the product - why should I buy it, who likes that kind of thing, whats in it for me?
If a virals too "far out" people dont talk about the product, they talk about the video. And thats not making the money!!
happy new year old chap:)
Luke, First and foremost,I would like to thank you for making this blog a tad interactive. I was beginning to wonder if my blogging skills are putting people to sleep ( which probably might be the case ).
ReplyDeleteAbout your comment, I agree with you that it's easier said than done. But I also would like to argue the case that virals can realistically achieve a lot more than looking kooky or funny. Let's not under or over estimate it's power.
I agree with one of your conclusions that viral should be relevant to the viewer. One should keep in mind that it's the quality and not the quantity that matters. So viral should be targeted at people who are probably interested in your product and let them do the marketing for you. At no point do I suggest that Virals should take over or synchronize with advertising.
And you might not have bought a single cadbury's bar after the gorilla advert but many others like me continue to do so. Blame it on being addicted to chocolates.
Every time i think of buying cadburys I get this taste of gorilla hair...very unappealing!
ReplyDelete