Posts Tagged ‘Public Relations’

Did the first 22 signs make you smile? Laugh? Sigh? Shake your head?

[PR Daily published a story this year from PR professional Lauren Fernandez on the 11 signs that someone works in public relations. (The story originally appeared on Fernandez’s blog.) The article unleashed a flood of comments that PR Daily compiled into a second story (“42 more signs you work in PR“).]

Here are the rest of the signs. (You know some of these – okay, MANY of these – describe you.)

23. You engage in weekly conversations with your clients that start with, “Why weren’t we included in this WSJ article?”

24. You’ve heard all the lines about sleep: “Sleep is overrated.” “You can sleep all you want when you die.” “Do you ever sleep?”

25. You start your day by digging out of client and competitor alerts and checking email, all before you’re out of bed.

26. You check HootSuite in the morning before you get out of bed just to monitor what has been said about your clients overnight.

27. Every Friday around 5:00 p.m. you think, “This could be crisis time!” (And sometimes even look forward to a good one.)

28. You know what time it is anywhere in the world and every country’s phone code, all without having to look at a reference guide.

29. You’re afraid to go more than 15 minutes (max) without checking Twitter/Facebook/news feeds to make sure you’re not missing anything.

30. You rely on to-do lists (yes, plural) to get you through your day, but often don’t get to cross anything off until 4 p.m. (after managing a few surprise crises).

31. You wake from a dream in the middle of the night, rolling over to grab the pen and paper you keep on your nightstand to jot it down so you won’t forget an idea for yet another crazy PR stunt. Work on the mind during the day and work on the mind while you sleep!

32. You can’t look at or listen to any form of media without thinking, “My client should be on/in that.”

33. My iPhone is my girlfriend. My MacBook Pro, my best friend.

34. You’re the only person groaning out loud when reading the paper on the bus. How were we not included?

35. You check your smartphone before brushing your teeth.

36. People have asked you if you sleep in your office and you’ve actually thought about where you’d put the sleeping bag … if it ever got to that.

37. Checking of smartphones and news becomes an everyday routine before bedtime and in the mornings.

38. You read/hear about a company’s crisis and instantly think, “I wonder who their AOR is.”

39. You have one copy of the AP Stylebook at work, one at home, one on your Kindle and the app on your phone.

40. At cocktail parties, you speak in quotable sound bites.

41. You never plan meetings on Fridays afternoons or make personal plans on Friday evenings. You know that “the call” is coming at 4:45 p.m., and everything will need to be dropped anyway.

42. You actually take surveys. It’s good client karma, right?

43. You think and speak in 140 characters or less.

44. You call taking any photo a “Photo-op.”

45. Post-it notes are your lifeblood.

46. You almost die if your BlackBerry is sent for servicing!

47. Your friends think you’re crazy for your undeniable attachment to your social networks.

48. Client’s products are decorations on your desk.

49. You eat every meal at the office and have a shelf dedicated to your favorite snacks, most of which include some kind of protein or snack bar.

50. You work out at 4:00 a.m.

51. You watch televised press conferences for fun and to steal really good talking points.

52. Your morning consists of simultaneously pitching different campaigns, for different clients, across different media markets, and often, in different languages.

53. Something really bad happens and you’re the first to announce, “We don’t have problems; we have opportunities.”

PR Daily published a story this year from PR professional Lauren Fernandez on the 11 signs that someone works in public relations. (The story originally appeared on Fernandez’s blog.) The article unleashed a flood of comments that PR Daily compiled into a second story (“42 more signs you work in PR“).

Here are the first 22 signs – How many can you relate to? (And don’t lie! )

1. Your day starts and ends with a cup of coffee.

2. You can power-walk in 5-inch heels with your laptop bag while checking your BlackBerry.

3. Inside jokes with your colleagues will get you through the day — especially the insanely stressful ones.

4. You constantly engage in “PR is dead” and “the press release doesn’t have a place in business” arguments.

5. You are so used to putting the client first that you usually forget to eat lunch.

6. It’s detrimental to your health and workday when you forget your headphones.

7. You can toggle among a PowerPoint presentation, a press release, Twitter strategy and PSA outlines — all in an hour.

8. You recite billing codes in your sleep.

9. You preface Happy Hour with: “Sorry, I need to keep my phone on the table. I have to be connected to email and phone just in case.”

10. You know more about AP style than Microsoft Office. Because of this, you’re a regular in the IT department.

11. You proudly put “PR pro” in your Twitter bio, knowing it’s the one place you don’t have to explain your job.

12. Your speed-dials connect to the CEO, CFO, CIO, CRO and Arby’s.

13. Your BlackBerry sleeps with you every night. Your better half does not.

14. You no longer count calories — just your re-tweets.

15. You start to rock in your chair when you can’t catch a look at your BlackBerry over dinner.

16. “Relax” time is in the shower when you always seem to come up with the best PR pitches.

17. After your coffee, you spend 20 minutes deleting Google Alerts of clients, competitors and everything in between.

18. Your home number is on your office voicemail “just in case a reporter calls,” and non-PR people regularly express surprise that you’d let it out. You don’t understand why they even think that.

19. The first thing you do when you start your day is “communications triage,” and it often begins at home.

20. Your client wants to be on Oprah. Alternately, you are beyond grateful that this is Oprah’s final season — so you never have to hear a client say they want to be on Oprah again.

21. EVERYTHING in your life — from doing the laundry to playing a round of golf — is recorded in your mind in 15-minute billable increments.

22. You set three alarms to rise at 4 a.m. to make the early morning in-studio segment.

Sound like you? Standby for the remainder of the list – there’s more to come!

Do I matter? Does what I do matter? These are questions that many people probably ask themselves every day, both on a personal and professional level. If you’re working in the world of public relations and marketing, though, you may have reason to doubt the validity of your work, due to phrases such as “the press release is dead” and “PR is dead” being tossed around.

But as Doug Flora says, nothing could be further from the truth. In this article, “10 reasons PR matters,” he lists the following reasons why the importance of effective communications has never been more pronounced than in today’s integrated media environment.

1. In the social universe, messaging is key.
It isn’t enough to engage on social media, or have lots of “likes” and followers. If an organization isn’t communicating its key messages, then the social media effort is a waste of time. That’s where the professional communicators come in.

2. Reputation is a C-level concern.
Reputation is top of mind, even at the executive level, and especially at the biggest companies. We’re even seeing chief reputation officers being appointed. Good reputation management is good PR.

3. Crisis is chronic.
Recent history has shown us how crucial effective crisis management is. And in today’s fast-paced media landscape, an ultra-quick response with finely-tuned messaging is a must.

4. Visibility is a both an art and a science.
The rise of social media and SEO metrics have convinced some that brand visibility is solely a matter of numbers. However, good positioning is also the product of craftsmanship. We can’t forget that the quality and targeting of the message is of paramount importance.

5. Marketing people are not necessarily social media geniuses.
It’s popular to say that social media management is the domain of marketing. But social media is about communities and engagement, and the goal is to achieve earned influence. While PR has some work to do when it comes to mastering social media, it is still the best equipped to leverage the social message.

6. The media is alive and kicking.
The scenery has changed, but the media remains the primary influencer of public opinion. And while PR people have had to grow and adapt to keep up with the media’s new modus operandi, they are still the pros at this.

7. It’s the economy, stupid.
Many organizations, especially smaller ones, are on tighter budgets and don’t have as much to spend as they might like on integrated marketing. PR is the most cost-effective way to communicate to a broad audience. It’s just a matter of convincing this to clients and prospects.

8. Content and context
From blog posts to bylines to webinars to tweets, good content builds the face of the organization. PR should steer that ship because communicators know when, why and how best to send the message. Providing the right context gives content the chance to really flourish.

9. Values make your brand.
Especially in the era of the Global Village, an organization’s values are of utmost important to the public and make up a bigger portion of its brand strength than ever.

10. There is, in fact, a ROI.
But don’t just slap a dollar value on media placements and call it a day. Part of the challenge of communicating ROI is convincing the C-level that PR builds a reservoir of goodwill and that public confidence in a brand is the measure of that goodwill. Quantifying public confidence can be accomplished through a combination of surveys, media tone analysis, traditional ad values and circulation numbers, market penetration, brand buzz, etc.

So, say it with me: “I matter. What I do matters. PR matters.”

Brent Keller, group manager for the Indianapolis Home Show, is pleased to announce that Fischer Homes returns to the Home Show as the 2012 Centerpiece Home builder!

Designed and fully-constructed by the Fischer Homes team, the 2012 Centerpiece Home will be built entirely inside Exposition Hall at the Indiana State Fairgrounds. Fischer Homes will be showcasing its Stanton floor plan as the Centerpiece Home with a new Craftsman-styled elevation. The home features a two-story gathering room and gourmet eat-in kitchen with a diamond bay window.

“We are so excited to be invited back to showcase at the Indianapolis Home Show. We are planning something really special this year with the home and merchandising,” said Brian Fannin, Director of Marketing for Fischer Homes. “The design elements will translate from the outside to inside the home. We believe it will be especially memorable. We hope to hear lots of ‘WOW’ as guests tour the home. We think ‘chic’ and ‘farmhouse’ will have fresh meanings after seeing this home.”

Since 1980, Fischer Homes has been building homes and delivering an exceptional customer experience in neighborhoods throughout Greater Cincinnati and Northern Kentucky. In 2009, Fischer Homes brought a fresh new look to Indianapolis with their designs and stylized exteriors. They are now building in more than 20 locations in Carmel, Geist, Fishers, Zionsville, Westfield, Noblesville, Avon, Center Grove and Greenwood. The company doubled its sales in 2011 and forecasts 100% growth again in 2012. All Indianapolis Fischer Home buyers have indicated they would refer a friend to Fischer Homes.

“Fischer Homes brought a fresh perspective to home building at last year’s Home Show with the Centerpiece Home’s unique features and special interactive opportunities,” Keller said. “We are excited to partner with Fischer Homes again for the 2012 Indianapolis Home Show, and we look forward to what this year’s Centerpiece Home will offer to our attendees.”

“Indianapolis has welcomed Fischer Homes to the city. Our success and customer satisfaction is a public trust that we want to maintain and build upon,” said Tim McMahon, Senior Vice President of Fischer Homes Indianapolis Division. “The Home Show is a wonderful opportunity for Indianapolis to learn about the incredible offerings that Fischer Homes brings to this market.”

The Indianapolis Home Show opens Friday, Jan. 20, and continues through Sunday, Jan. 29, 2012. Admission is $13 for adults, $3 for children ages 6 to 12 and free for children 5 and younger.

For more information, call 317-705-8719 or visit the Indianapolis Home Show website at http://www.indianapolishomeshow.com/.

I was appalled recently when I was thumbing through an issue of Public Relations Tactics magazine and came across an article headlined, “PR people are supposed to lie.”

Of course, the piece did not accept or advocate for this view. In fact, the subhead better summed up the point of the article: “Why some students misunderstand ethics — and what to do about it.”

Having segued from one career (journalism) that the common man has little regard for to another (marketing/pr), I understand what it’s like to think you’re endeavoring for the forces of light, while much of the population around you thinks you’re pinch-hitting for the other side. As a journalist, I tried always to be a teller of truth — or at least how I saw it based on my perspective and the available facts.

I don’t feel any different about my new vocation, either.

Public relations, or for that matter advertising and marketing, does not have to be about spreading untruths. Outside of Hollywood spinmeisters and some politics, public relations is usually about presenting the most positive truths about a company or effort to the public. That doesn’t mean you lie to people; simply accentuate the most beneficial aspects of what you’re talking about.

When there is bad news about a product or a company, most public relations firms will tell you that transparency is generally the best policy. People always react better to an entity that seems to be forthright and honest about itself, even when it’s about ways in which they messed up.

So no, PR people are not in the business of lying. Dishonesty cannot be part of any effective communications strategy.

I recently read a story about the demise of PR firms in our local Sunday paper. The article discussed how PR firms need to keep up with times and are slowly closing shop, due in large part because they can’t keep up with new technology and the ever changing marketing world.

We get the “has YOUR business changed?” question a lot and the obvious answer is “yes.”

In fact, to showcase how our business has changed since we started back in 1985 as a PR firm, (and I should note that we are now a marketing communication firm) below are ten marketing tools I have discussed with various clients in various industries in the past 24 hours.

1) SMS Marketing — Remember when you wouldn’t give out your email to any company wishing to sign up for their service? Fast forward ten years and welcome to the world of SMS marketing. Giving out your cell number to any company, giving that company permission to text your phone is a tough call.  Companies engaging in SMS marketing need to make sure your content is relevant, timely and usable to the end user.

2) QR Codes — Are we really that lazy? Yes! When it comes to marketing, automating “calls to action” and saving your potential or existing target audience time can be the difference between gaining and losing a long-term customer.

3) Blogs — SEO. That’s really all there is to say. If you aren’t blogging, start. Content is still king.

4) Video on websites — Yes, the world has changed. We no longer have the time to read 1999 websites with loads of text. Sure content is still king for SEO, but video can be dual- effect of telling your story visually and enhancing SEO.

5) Media Relations  — The Indianapolis Home Show will be kicking off their 90th edition at the Indiana State Fairgrounds in 2012. The show will be bigger and better than before. Stay tuned for more details.

6) Printed Brochures — Printed brochures still can have a powerful effect on potential customers. Sure we live in a digital world, but the sense of touch is still alive and kicking.

7) Customized Demographic Online Banner Advertising — No longer do you have to place a banner on a specific site, hoping the ad will have some impact on your target audience. Are you targeting mothers with babies, making over 75k and living in Zip Code 46220? The solution is customized demographic online banner advertising.

Word of Mouth Marketing — It happens everyday, but how should companies track it.? And what are evangelists and how do companies identify this group? Coles Marketing is one of the only firms in Indiana trained in effective Word of Mouth Marketing. It’s a proven method that yields results for our clients and companies around the world.

9) An On-Hold Greeting — Call it old fashion, but a recorded phone greeting can be the first impression of your company. Whether your recording your message or answering the phone; be polite, informative and enthusiastic.

10) Billboard Advertising — A proven method of branding your company. Be short and grab their attention. Remember the average driver has 3 seconds to take in your message. There is nothing worse than driving by a billboard crammed with information. Save it for a print ad!

As a marketing firm, we have more tools in our toolbox than ever before. I wouldn’t call that “demise,” I  call it “opportunity.” And we certainly couldn’t keep up with these changing times without having a dedicated and talented staff ,working together to keep our clients top of mind.

I am blogging right now, so what more appropriate topic is there to blog about than … blogging?! I’m a big fan of the PR-Squared blog from Todd Defren @tdefren, and in his post, 6 Rants About Blogging & Sharing Practices, there are some definite points to take away.

If you have a blog, make sure each post is easy to share across MULTIPLE social outposts.

If you’ve made each blog post easy to share across multiple social outposts, make sure that each share is automagically assigning you credit, e.g., when a post is shared via Twitter, the (editable) post ought to include “via @username.” 

Defren says, “It’s shocking to me how often this is overlooked by bloggers. Don’t annoy your generous readers by forcing them to figure out how to give you credit for your own work! Besides, as much as you may want credit for the post, they want some karmic kickback too; they want you to notice their generosity. (I can tell you, as a blogger, that I tend to pay much more attention to people whom I recognize as consistent boosters of my work on Twitter, FB, etc.)”

NOTE the use of “via @username,” NOT “via (blog name).”  The author deserves credit and wants to know when/how content is shared, and this makes it easier for them to do so, plus helps their personal branding/credibility. It also tends to leave more character-spaces for the reader to add their own commentary. If you automagically add “(LONG POST TITLE) ǁ (BLOG NAME) ǁ (VIA @USERNAME)” you’ve killed your reader’s chance to praise you. You sucked all the oxygen out of their tweet. You’re making them work harder!

If you’ve made each blog post easy to share, and credit the author appropriately (and automagically), you must also account for multi-author blogs, which are increasingly prevalent. When a blog is authored by multiple writers, you should still ensure the credit goes to “@username” vs. “(blog name)” … The author of the post deserves the personal branding boost, as in any case anyone clicking the link will be brought to the blog.

If you’ve linked to another blogger’s work in your post, you should consider calling that out to them on Twitter (etc.) Many bloggers are interested/excited to learn that they’ve been cited, even though fewer of them check to see if that’s happening with the regularity of their early days. And (*ahem*) it nearly guarantees a RT.

Promote your own work. Share it on Twitter, on Facebook, on Google Plus. Think of this as “THE OUTPOST ECHO” — if your post is hanging out across multiple owned and third-party sites, it will be that much easier to discover by readers and search engines. Just don’t be obnoxious.

“These are basic and simple guidelines,” Defren says. “Yet I daresay I’d call this post a ‘rant’ because I still come across scads of blogs that bollox the works.”

Happy Blogging!

What is Google+? Sure, you’ve heard about it. You’ve read articles about it. But do you really understand it yet? I sure don’t. That’s why I really enjoyed reading this post from Mary C. Long and Melanie Trudeau at Jaffe PR.

According to Long and Trudeau, stop thinking of Google+ as just another social networking platform – it’s not. It’s the largest, most trafficked online search option out there, which now offers a powerful self-promotion platform that could potentially knock the socks off of your SEO strategy – assuming you have one (if you don’t, now would be a good time to start!).

They offer three key points to keep in mind:

• Google+ is connected to your Google profile.
• Your Google profile allows you to +1 items around the Web.
• Your +1s can be displayed on Google+.

Okay, now see if you understand the following from Long and Trudeau:

“Each +1 you make is a vote for that content, visible to others online and rumored to affect page rank. And even if it doesn’t affect page rank, it’s powerful word of mouth and free PR for that content. Each time you +1 a colleague’s blog post or the latest biz-dev piece from Mashable, it’s recorded for posterity. And when folks connected to you happen upon that page, they’ll see ‘Jane Public along with 25 others +1’d this link.’ Awesome. Great reciprocal PR potential there, right? You +1 me, I +1 you – as long as we’re both posting killer content (which we are, of course) we both benefit. Yay for +1!

“But here’s where it gets sticky: You can +1 content publicly (where others can see what you have +1’d) or privately (where you ‘anonymously’ +1 content). You can’t +1 some items publicly and some privately – it’s all or nothing. So, in addition to your colleague’s blog posts and that piece from Mashable, folks connected to you will also see that you +1’d that pithy blog your friend posted on his personal website where he’s hilariously telling someone off (they’ll probably also note your strongly-worded comment supporting his post). They’ll also see all those Grateful Dead videos you +1’d on YouTube, and that cute little lacy piece you recently purchased from Victoria’s Secret and just love, love, love. And they’ll start to get a better sense of who you are . . . personally. Oh no.

“So you’ll just delete your Google profile right now, avoid +1s, avoid Google+ and avoid this potential PR crisis, right? Not if you call yourself a PR professional, you won’t. You can’t. Your clients will be facing the same scenario and advising them to ‘set everything to private’ will only result in limiting their impact online – not to mention cause headaches for you down the line if/when they want to use this functionality (and they will). Now is not the time to stick your head in the sand and wish it all away. You need to be ready to proactively advise your clients and your employees on best practices. Figuring out how to use +1s and Google+ to your advantage is key.”

So, here’s what you need to do:

• Create a separate and distinct Gmail address and corresponding Google profile, and train yourself to use it only for professional purposes.
• Use this new profile to set up your Google+ account.
• If you don’t already have one, create a social media policy for your firm and your clients’ firms now.
• Provide social media training for all employees. They’re on social networks whether or not you approve – and they may be viewed as unofficial brand ambassadors. Make sure they are clear about online expectations – better safe than sorry.
• Explore Google+ now so that you’re familiar with the platform and it’s distinct features (circles, hangouts and sparks), and when they release the business page functionality, which is coming soon, you’ll be ahead of the curve.

Learn the platform now or play catch-up later.

Have you ever sent an email you didn’t mean to send? Have you ever written an email with no intention of sending it and then actually doing so? Have you ever accidentally sent an email to the wrong person? If you are a fan of The Office — do you remember the episode Michael returns from his Jamaican vacation with Jan and accidentally sends a racy photograph to the entire shipping warehouse? [If not, it's the "Back from Vacation" episode in Season 3. A highlight of that episode can be seen here. ]

Megan Casserly penned an article, 5 Emails That Could Cost You Your Job, and it in she notes email makes up the majority of our daily communication — especially in business. According to the Pew Research Center, the majority of employed adults (62%) use the Internet or email in the workplace. And yet social cues and etiquette are often overlooked.

Casserly quotes Cherie Kerr, the founder of EvecuProv, saying, “People do or say things via email that they would never do in person. They’d never upstage a higher up in a meeting, but in email there’s this disconnected feeling of not having to look anyone in the eye that emboldens people to act in competitive or even arrogant ways.”

Check out these serious email faux pas:

The Crime: When you’re having an email exchange with a coworker, and s/he escalates the conflict by sneakily cc’ing a higher-up.
Author Marsha Egan says it’s about respect: “What happened here is that she didn’t respect her coworker enough to give her the heads up about letting the boss in on the email.” Kerr agrees wholeheartedly. “If she’s going to cc anyone, she should be upfront about it because it might come back to bite her.”

The Crime: Preemptive auto-responses a la “Thank you for your email. I get an overwhelming amount of email, but I care about each one of them! I will respond as soon as it’s convenient.”
Kerr and Egan both recognize this as a no-no. “An auto response all the time can be seen as officious and arrogant even though the good intention is there,” says Egan. The offender may be thinking they are being polite in warning you that their response may be slow, but it comes across as condescending.

The Crime: The instant follow up
You want to make sure a coworker or client has received and read your email — calling or emailing seems like the logical way to find out. Right? Wrong, again. “Oh, the Double-Checking Billy,” sighs Egan. “They send an email and 10 minutes later call to make sure you’ve got it.” She describes this as entrapment, or a “gotcha” move. “And gotcha is not effective in business. It’s akin to sending a direct mail and calling to follow up.” The etiquette, she says, is to call prior to sending the email. “Let them know what you’ll be sending them and when.” Not only are they more likely to respond, she says, but more likely to read it in the first place.

Bottom line, Cutrone and Egan concur, is respect. And the golden rule. Stop and think about how you’d react if you were on the receiving end of your email. Would you be pleased? Motivated? Or would you feel affronted and wronged? If the latter, check yourself. For no matter how distanced or protected from the dreaded face-to-face interaction email can make us feel, there’s one certain design flaw that can make arrogant, selfish or even nefarious behavior come back to haunt you. It’s all in writing.

5 Email Habits That Send the Wrong Message:

Abusive Subject Line Behavior
Intention: By typing the word “URGENT,” “ACTION ITEM” or “READ ME” in the subject line, she is hoping to stress the actionable items of her email. Her message is clear. Perception: Her subject line implies that she presumes her message is more important than any other correspondence you might have received. The perception is that she is over-confident and thinks very little of your time.

Answering The Wrong Question
Intention: When a colleague on a group email answers questions that are under your purview before you have a chance to. He’s saving his colleague the hassle of answering — hey, he knows the answer too! Perception: It’s the online version of shouting out the answer without raising your hand. His colleague might think that he is undermining their authority or worse — out to get their job.

Copyediting a Coworker
Intention: He wants to ensure that the higher ups see a clean, well-spoken document. By editing his coworker’s email and resending it, he ensures that the grammatically correct email is higher in the supervisor’s inbox. Perception: Public shaming of a colleague is never going to get him anywhere. Both the colleague and the supervisor are made aware of this one-upsmanship. And neither of them like it.

CC’ing Up
Intention: When you’re having an email exchange with a co-worker, and s/he escalates the conflict by sneakily CCing a higher-up. She’s resolving the issue efficiently by letting a higher-up in on the conflict. Perception: She’s sneaky, conniving and out to make them look bad. Even more nefarious: the BCC.

Instant Follow Up
Intention: He wants to make sure you’ve received and read his email — calling or emailing right away seems like the logical way to find out. Perception: Give me a break! If you expect an instant response to a query, the more efficient route is to pick up the phone. Following up shortly after sending an email makes you seem impatient and self-righteous.

Next time, make sure you read, read, read your email — and look before you hit the send button!

Still don’t think video is an essential part of the world of PR and marketing? Check out these statistics:

• More than 50% of all Internet bandwidth is used for video.
• Two billion videos are watched on YouTube every day.
• Thirty-three percent of mobile data is watching online videos.
• More video content is uploaded to YouTube in a 60-day period than the three major U.S. television networks created in 60 years.

And as public relations departments continue to take on more social media responsibilities, the creation and distribution of videos will become even more important. In his article, 10 reasons PR pros should use video, David Murdico discusses 10 key ways that video is being used by PR professionals to help brands, businesses,organizations and individuals tell their stories.

1. Pitches and press releases. Videos make pitches and press releases infinitely more interesting and engaging. Video gives journalists, bloggers and publications more content to share with their visitors.

2. Building trust and credibility with targeted groups. Video builds trust. Instead of reading a text quote from a company spokesperson, viewers are able to actually see that spokesperson speaking.

3. Raising brand awareness. Videos that offer something of value—such as cash, prizes or 15 minutes of fame — can spread like crazy and highlight a product’s involvement in a contest or promotion, raising awareness of the product and, by extension, the brand.

4. Product launches. Viral videos and branded entertainment are high-profile ways to announce new products or refresh old ones. Video gives PR teams a visual, entertaining and engaging tool around which to center campaigns.

5. Crisis management, shifting public opinion, corporate and CEO reputation management. In 2009, when two Domino’s Pizza employees made a video of themselves sticking cheese in their noses and messing around with customers’ sandwiches, the company was quick to respond with a video apology from Domino’s USA President, Patrick Doyle. Videos help reach large audiences and supply talking points for the media — both social and mainstream — to propel the video messages further.

6. Content development. Company newsletters, blogs, speeches and annual reports are being sprinkled with videos. PR teams don’t need to produce a viral video hit for every newsletter, but they can encourage key employees to create video content at events and parties.

7. Social media marketing. If social media is UPS, video is the package. If social media is the rocket launcher, video is the rocket. Video can be branded as heavily or as lightly as the creative and messaging dictate, and the larger story can be shared and developed via social media. Having a PR message go viral across Twitter, Facebook, YouTube and other video sites and social outlets creates a new story that can then be pitched to, or organically picked up by, mainstream media outlets — enabling the message to reach TV, radio and print audiences as well.

8. Social and environmental responsibility. For brands, businesses and organizations, being socially and environmentally responsible can be a key way of differentiating themselves from their competitors. Video can bring the faces of individuals and positive actions of these companies to the forefront and help move brands closer to new and existing fans and customers.

9. Events. Although a single live event reaches only the people attending, social video enables PR teams to share the event with everyone. This increases the exposure of the event and of the brand, product, organization or personality.

10. Political campaigns. Politics is about persuading people to trust a candidate, motivating them to convince others that they should trust the candidate and getting everyone to vote for that candidate. Politicians are often recorded publicly for videos that can take on lives of their own — but funny, emotional or serious original video content can be produced and launched in order to manage the direction and spread of both positive and negative conversation.

It’s time to pick up your video camera, press record — and start exploring the possibilities!