3 Ways to Use YouTube for PR
PR is all about two-way communication, writes Jamie Carracher on Mashable. That’s exactly why social media is such a critical tool for public relations professionals. But monitoring Twitter and building a Facebook presence aren’t the only ways to communicate with stakeholders on social media. Here are some tips for using video-sharing site YouTube like a PR pro. Here are three highlights:
- Respond to a crisis – Take direct action during a crisis, without a media filter, by providing information and answering questions through YouTube videos. The CDC successfully used this strategy during the H1N1 epidemic in 2009.
- Extend the brand – Integrate video with other digital communications to create a complete experience for stakeholders. Jamie notes that the Mayo Clinic has a branded YouTube channel that, in addition to providing info via video, connects users to the group’s website and shares info about medical services.
- Monitor compliance, corporate governance and stock price – There’s so much to discuss around corporate governance that it can be it’s own post (which we’ll do at a later date), but think about stock price volatility and insider trading claims. If an employee inadvertently posted information that could lead to a sell-off or drive a sudden hike in price, not only would it lead to an SEC investigation or insider trading chargers, but to board changes or the need for board members to actively engage in reputation management and public statements. Immediately address issues with video.
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