VLOG of the Month: Media Takes “Hands Off” Approach to FTC Native Advertising Compliance According to D S Simon Report
Craig Audet, Vice President, and Mark Gaydos, Senior Director for Sanofi-Aventis’ US Regulatory Department Marketed Products, discuss what pharmaceutical companies can do within the social media space. Recorded at Exl Pharma’s Digital Pharma Conference.
Some of Mark’s VlogViews:
“We’re going to engage in this space, we’re not going to keep ourselves outside of social media, we need to be there. And I think there will be some momentum built towards that that the FDA will have to stand up and take notice of.”
“We’ve established some internal guidelines on posting video content on video sharing sites like Youtube; and we’ve also looked at establishing conversation monitoring. So going out there, seeing what’s being said about us and our products from that perspective.”
Some of Craig’s VlogViews:
“The regulations for what you have to do for a social media site are the same as if you’re doing a print ad or a broadcast ad. It’s not (different) in how the company meets the FDA requirements.”
“I think maybe a year or two years down the road, we’re going to see companies take steps into social media and will get feedback from the FDA and othRead More
The results of the first ever Web Influencers Survey identified differences in how websites of TV stations, radio stations, newspapers, magazines and bloggers work with PR professionals and use content.
“Web Influencers are now the mainstream media.”
Deborah Brozina, Consultant to McGraw Hill and Managing Partner of the media technology-consulting firm, Making Change Productions, discusses her experience with preparing and executing Web video campaigns. Recorded at the Business Development Institute’s Web Video Roundtable Breakfast.
Some of Deborah’s VlogViews:
“When it’s professionally produced content, I am not seeing a problem with pre-roll, or any other advertising. They get it. It’s worth their time, that’s the tradeoff they’re willing to make.”
“If you look at television today and cable stations who shall remain nameless who are using lower third advertising extensively, it gets very very invasive to your viewing experience. Pre-roll is actually less invasive if it’s kept short and sweet and if it’s creative.”
“When you do your player design, having supporting media around it helps a lot. Not everybody goes to full screen immediately, quite the opposite, because they’re sitting there in between work and so they need it to be a little less invasive. You’ve got an advertising block right next to the video so you’re getting a whole length of impressions during the length of that video.”
Richard Laermer, Owner of RLM PR and author of “Bad Pitch Blog” and 2011:Trendspotting For The Next Decade, gives his three predictions for future trends in public relations.
Richard’s three predictions about the future of PR:
1. “I think in the next few years our ’email-centric-ness,’ the idea of always being emailed and always getting information, that’s going to die out when people realize that it’s not helping us, we’re not getting anywhere.”
2. “Flexibility. The way that we deal with ourselves and each other will be less about waiting for things to happen, because other people are finishing the product and more about getting it done ourselves…The idea that all flexibility lies with us.” 3.
“Less of a reliance on technology and more face-to-face because studies have proven, and it might be more so in the next decade, that connecting is what is going to keep us going, as opposed to all this ‘hey, how ya doing?’ Twitter and email and all that SMS stuff is great; but it’s also really time consuming, and at the end of the day, maybe around 7:45, makes us feel kind ofRead More
Paula Berg, Manager of Emerging Media at Southwest Airlines, discusses what it takes to start an award-winning corporate blog. Recorded at PR News’ Digital PR Next Practices Summit.
Some of Paula’s VlogViews:
“While the cost of entry [starting a blog] can be low, it can be a very large time commitment. Today, two years later, it’s sort of like breathing for me. It’s part of my everyday life, but two years ago it really knocked me on my tail for several months.”
“Bloggers and the mainstream media are viewed on equal territory. We know we have our mainstream media. A lot of mainstream media is blogging now. And then we have this other group of people who are sort of airline experts that are becoming more prominent in the online sphere. We treat them just like we would treat any other reporter or any other customer.”
Peter Shankman, CEO of the Geek Factory and the founder of HARO (Help a Reporter Out), discusses how PR practitioners can grow and stay relevant. Recorded at PR News’ Platinum PR awards.
Some of Peter’s VlogViews:
“Press releases are going to die. I think the only reason they are going to stay alive is that they are required by the SEC. I don’t believe that a press release within three to five years will be a viable option for disseminating your news.”
“If you’re not transparent and you’re not truthful with what you are doing in the beginning, you’re going to get caught.”
“In the end, the concept of me me me me me me is starting to go away. What used to be about what can you give me, has really turned into how can I help you?”
Jennifer Martin, Director of Public Relations for CNN, discusses the importance of getting the C-Suite involved in new media. Recorded at PR News’ Digital PR Next Practices Summit.
Some of Jennifer’s VlogViews:
“If you get the buy-in of the C-Suite, that’s going to enable you to make your brand more relevant, to make your executives more personable to the consumers. And it gives you the opportunity to communicate directly with your consumers and you can’t put a price on that.”
“When dealing with the blogosphere, particularly political bloggers, pay attention, listen to the conversation they’re having and see what they’re pressure points are and what they’re pain points are, whether it’s about our coverage or not.”
“Be transparent. The way of spin I think has really started to go away, especially with the advent of the blogosphere and new media. You really need to be as transparent and upfront as you possibly can be. And then also be immediate. You have to respond.”
Diane Schwartz, Vice President & Group Publisher for PR News, discusses what she believes will be the future of PR campaigns with regard to the challenging economic times. Recorded at PR News’ Platinum PR awards.
Some of Diane’s VlogViews: “I think it’s really important to think of the best practices of PR no matter what the economic climate.”
“I think digital communications will be much more used, which is a good thing because it costs less to get the word out digitally.”
“There is a threat out there that is designed to move public relations away from the C suite and give us less influence and it’s the controversy over the ‘permanent campaign.'”
“PR has made great strides in getting a seat at the table when we’re about influencing policy, influencing programs so we then have positive information and news to communicate to key publics.”
“PR as a community has sort of been standing by while this argument against the permanent campaign goes on.”
Luke Funk, Senior Producer for MyFoxNY.com, discusses how web video has changed the way the media reports on stories with Eric Wright, SVP of Marketing and Business Development at D S Simon Productions. Recorded at the Publicity Club of New York’s Luncheon Panel, “The Rise of Digital Video: All TV is Not on TV.”
Some of Luke’s VlogViews:
“We’re always thinking about how the consumer is consuming the content, where on the TV side the emphasis was always on video, getting the story on TV. For us it’s, ‘are they [consumers] going to do it on the phone? Are they going to do it on the computer, how are they going to consume it, do they want written content, do they want video content?’ So I think it opened up a plethora of options for how to report stories.”
“People want more than just a repurposed newscast on the website because they consume information differently through the passive television station over the interactive website.”
“You can be as inventive as you want to be for web content. I think that things on the television side sometimes get formulaic and we’re still a young website and I think we can experiment with how we present the content.”