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Part 2: We wrote about it and yes, people are reading
Consider the global increase in publishing video content, which is overtaking traditional television broadcasts. This hasn’t resulted in companies and brands shying away from the challenge. On the contrary, the PR industry is riding on this development and creating video content that links back to clients’ ongoing campaigns and activities. For example, INFINITI of Arabian Automobiles recently launched their halo model – INFINITI Q50 Red Sport 400 – through a video mapping activation across their trademark white façade on Sheikh Zayed road.
How did PR amplify this activity? We wrote about it. By generating awareness through press releases, the video content was amplified across both print and social media, developing viral video content in the process.
We believe in print media. It makes us part of the cultural world we live in, which exists beyond the ‘screen.’ It makes us part of a world that focuses on reality and relevance that does not alter based on user generated content. We can count on the credibility of our print media sources because apart from revenue generation and reputation management, they depend heavily on research and debating alternate facts to get to the real story.
In summation, I believe there is an integrated approach to be formed. The resulting hybrid not only works towards bettering the brand, but simultaneously increases our knowledge as part of the communication industry. We used to set the story for print and amplify it online, but now it works vice versa too. Print is not dead, or even dying; it continues to play a vital role in a more exciting media mix than ever before.
Riya Vatnani is the Senior Account Executive of Cicero & Bernay Public Relations. An independent PR agency headquartered in Dubai and offering new-age public relations consultancy to the UAE and across the GCC. | www.cbpr.me