How Brands Are Using Live Video Events: The Opportunity for PR

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How to order testosterone online Sports footwear giant New Balance uses live video to build multi-event product launches. Consumers and retailers have been invited to “hear about all the latest in #runnovation and get your questions answered by the product team, live from #NBHQ!” Company spokesperson Tom Taylor has praised live video as “a powerful and consistent means of visually connecting with fans and customers, bridging the gap between in-store and online”.

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Another brand using live video events for both training and consumer awareness is premium sports boat manufacturer MasterCraft. The company sought a streamlined method to inform its 150 boat dealers about new models. It also desired real-time, visual engagement with its geographically diverse consumers. As MasterCraft’s Director of Marketing, Jason Boertje, told Retail TouchPoints, “The more we can show our product when we educate the consumer, the better off we’ll be.” Using live videos with real-time question and answer feeds has increased the sense of participation from consumers and dealers alike.

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Home-furnishing store chain Pottery Barn is converting public fanfare around holidays into live video. Online events such as “Host a Spooktacular Halloween Party” and “DIY Easter Baskets” are fun, informative and useful. Quality content adds value for viewers and can improve brand loyalty. Therefore, Pottery Barn crafts the perception of valuable content by asking viewers to register for “exclusive access” and by posting Facebook promos with in-house designers.

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In a world where companies can deliver PR messages straight to the consumer via live video, how and why should PR firms assist with this process?

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  • Structuring and crafting brand and product stories
  • Preparing client executives for on-camera/on-stage appearances
  • Activating social interaction
  • Knowledge of audio/video production”.

http://kokinetics.com/how-often-to-inject-test-prop How often to inject test prop As Brumder points out, PR agencies must formulate “a business case for why their live video capabilities would provide better value or produce more valuable results” than unassisted live broadcasts by companies.

  1. The level of engagement and two-way communication engendered among the audience through interactivity
  2. The customization of the viewer experience for specific audiences, and
  3. The detail with which viewer statistics can be measured.

PR agencies must learn to harness these benefits for clients if they are to swap pre-prepared, commercialized spin for natural, personal interaction. As futurist Ross Dawson reminds us in an article on where PR is going, PR is no longer “about hiding or manipulating the truth; it is about providing access, being open”. Live video bolsters a massive opportunity for PR: helping brands to engage with a world that favours dialogue and transparency.

Image sources: Davi Sommerfeld, New Balance, MasterCraft, and Pottery Barn

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About Author

Vanessa Cartwright
Writer and Researcher

Vanessa is a freelance writer, researcher and editor with an overarching interest in communication and innovation. Vanessa's studies in liberal arts and commerce have inspired her passion for creating compelling content that investigates the interconnections between the past, present and future.