News and Updates from 5WPR CEO Ronn Torossian

3 Reasons PR Firms Use Youtube to Build Brands

When building a reputation online, image is paramount. Your image is your brand. It’s what people understand you to be and how they talk about you to their family and friends. This is why social media has such incredible potential and why YouTube, in particular, offers a tuned-in PR firm their best shot at getting their clients entrenched online. Here are 3 ways PR Firms like use Youtube to build their clients brands.

1. New product releases

Releasing a new product on YouTube can be a huge bump for a company trying to establish itself in the market. Look at the success the GoPro brand had with their YouTube marketing program. To date there 10,700,000 company and user-generated YouTube videos related to GoPro on YouTube alone. One of the latest releases, less than a month old, already has more than 1.2 million views. As a company, GoPro chose YouTube for its public relations push largely because it is a video-based product. But the success of the program is based not on product but on content. If the GoPro content was less dynamic, the campaign may have failed. If they had made a few “review” videos and never showed people how their product could change their lives, GoPro may have been a flash in the pan. But instead, they struck a nerve, delighted millions of users and turned their CEO into a billionaire.

2. How to’s

That’s not to say reviews are unimportant. User reviews, specifically, can be Internet gold. Manufacturers spot and correct potential defects and communicate directly with reviewers. And enlisting an army of excited, enthusiastic users as their review team allows them to reach markets that analytics never could. Some people want an overview. Others want to know how a product performs under very specific circumstances. User reviews have a better chance of covering all the potential scenarios than traditional market testing. Plus, the sort of unbiased endorsement users can offer is a type of targeted public relations that no campaign could ever match.

3. Viral potential

YouTube is the single most dynamic public relations tool available to anyone, anywhere. With some production know-how and an understanding of what engages and motivates viewers, you can turn this free multimedia resource into a public relations goldmine. People say that no one can predict what may go viral on YouTube, and that may be true for amateur videographers making movies for fun. But it is the responsibility of a professional PR agency to understand how to make content that pops, that is sticky and dynamic. For example, this video which went viral, was actually staged for a Gillete PR campaign. This is why it’s important to create the sort of content that will push buttons and get people clicking.

Embracing all available tools and platforms is vital for a PR campaign to succeed.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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