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Viral video success? - It’s easy, just walk on water

Clients often say, “we want to create a viral video.”  It’s easy to create a video, it’s hard to create one that takes off.

There are several things that can help a video to take off, here are a few of them:

  • it has to be compelling (this might be oddly funny i.e. NUMA NUMA, timely i.e Paris Hilton’s response to John McCain, heart-warming like the late Randy Pausch’s last lecture, or just oddly compelling like the Daft Punk girl)
  • a story arc - albeit short - not all videos have them but it can help
  • something people can identify with
  • safe for work - most people view online video at work, don’t make them feel like they’re going to be fired for watching
  • a core audience - who is going to start the video moving? There has to be some core group that cares about the content, then it can move beyond them

Want to see a video that has them all?

Do companies still need people/agencies for PR?

A meme was kicked off over the last 24 hours by Robert Scoble about whether companies still need formal PR staff or agencies. His gist, is that great technology/products will be found and evangelized by users. His example is that a beta tester told him about a cool product. He then asked his contacts on Twitter who responded enthusiastically and stated that:

“If you are exciting your early users like this you will get found. I so wish more companies built their stuff this way. Go slowly. Built PR by building a great service and turn your users into your PR agents. Oh, yeah, and blog and podcast about it to get to this point (but look at how they built a community, they didn’t get all “pushy” about what they were doing — they just were informative and inclusive).”

This was followed by a well thought-out and presented article by Marshall Kirkpatrick entitled, “Does Good Tech Need PR?” Read the post he points to from Jeremy Toeman.

Many, many folks have chimed in. From the PR blog perspective, check out what Peter Himler had to say, “Are journalists discovering that PR people are expendable? Will the crowd ultimately displace the PR pro as the trusted primary (or even secondary) source for story ideas? What, if any, industries will be immune from this trend?”

Steve Rubel says something I agree with (which isn’t always the case), “

So what then for PR? If this is a universal truth - and I am not sure that it is - does it make us obsolete? If we don’t adapt, yessir. PR Week Publishing Director Julia Hood and I recently discussed about this during our New Media Summit in Chicago. She said, and I agree, that pitching is broken.

We have to stop spamming people and make sure that companies and products are easy and a joy to discover. That’s no easy feat. Further, it means giving up control. However, in a Google age where self-discovery rules, it’s becoming a must.”

Then there’s an outstanding perspective by Mark Hopkins of Mashable where he says the future is where many good PR people have always viewed themselves, as connectors, as resources for reporters and for clients.

My take is that the career I have chosen (I majored in Communication with a PR emphasis) and worked in for 13 years now is changing. But that’s nothing new. It was changing when I started. Email was relatively new as a PR tool, and faxes were still widely used. Technology changed. PR people changed. PR tactics changed. So, we need to change (this is sounding suspiciously like the speech at the end of Rocky IV at this point). I prefer to think of a quote from the end of Shawshank Redemption, “Get busy livin’ or get busy diein’.” Sorry folks, I think PR is going to live.

I’m going to end with a quote from a blog in June 2006:

“One of the little secrets I’ve learned is that PR people play a much bigger role in life than geeks often give them credit for. They are major influencers who help shape what story gets written about you. If you write them off or treat them badly, they’ll get negative stories written about you.”

That quote is from the start of a post by Robert Scoble, who kicked off this whole kerfuffle.

PS - While writing this I received a note on Twitter from someone saying they had tried the product I recommended to them, and then passed on the word to friends on Plurk.  Guess there’s still a need for PR people. Phew!

Who’s writing about Freepath?

Last week we helped client Freepath roll out the public beta of Freepath 2.0  Who’s writing about Freepath?

Jane Knight, the founder of the Centre for Learning and Performance Technologies;

Adam Kalsey at SacStarts; and

Joyce Valenza of School Library Journal.

They like us (well they like Freepath!). They really like us!

Remember your past.

This is a good lesson overall for life, but I’m speaking today specifically of your professional past. When news breaks, or you meet someone new, ask yourself how you are connected to the news or the person.

One day when I was working at Apple, I was in John Santoro’s office. John is an accomplished photographer and at the time was iPhoto product marketing manager. John had several interesting photos on the wall including this one:

one of his good friends was married to Kim Cattrall at the time

one of his good friends, Mark Levinson, was married to Kim Cattrall at the time

But there was one picture that really caught my eye:

Clinton and Lewinsky by Dirck Halstead for Time

Clinton and Lewinsky by Dirck Halstead for Time

I asked Mark about this one as I obviously remembered this one when it was cropped for the cover of Time.

The story he told me was very interesting. The photo was by his friend Dirck Halstead, the editor and publisher of Digital Journalist. John told me an an abbreviated version of the story that Dirck published on his site.  Here’s one of the most salient points from the story as told by Halstead:

“I have a theory that every time the shutter captures a frame, that image is recorded, at a very low threshold in the brain of the photographer.  I have heard this over and over from photographers around the world. It doesn’t matter if the photographer saw the processed image or not.  These split seconds, as the mirror returns, are recorded as “photographic lint” on the mind of the photographer.

When the photographs of Monica Lewinsky, in her beret, on the lawn of the White House, emerged in February of this year, I KNEW I had seen that face with the President. I had no idea when, or where.

When I take photographs on assignment for TIME covering the White House, which I do every third month (nobody could do it more), the pictures first go to the magazine. They have first-time rights on the photos. Once they have gone through the take, and pulled a few selects for the TIME-LIFE picture collection, the take goes to my agent, GAMMA-LIAISON. They then comb the take a second time, and pull their selects. Eventually, the take comes back to me, and resides in my light-room until I sort through it again, then send everything to the University of Texas, which is where my archives reside. Because I am busy, I only get around to sending the pictures to Texas about every 18 months.

When the Lewinsky story broke, all these organizations started to go through their files, and found nothing.

I hired a researcher, and she started to go through the piles of slides in the light room. After four days, and more than 5,000 slides, she found ONE image, from a fund-raising event in 1996.”

What’s this have to do with today?  Today the news broke that John Edwards confirmed an affair with a woman hired to work on his campaign. The media was scrambling to find pictures of them together.  Guess where they found one?  Scoble. Yes, Robert Scoble, the Scobleizer. The ubiquitous tech blogger.  While working at Podtech he was one of many bloggers invited to travel with the Edwards campaign early on and among the many pictures he took was this one:

Rielle Hunter and Senator Edwards on his Campaign plane in 2006. Photo by Robert Scoble.

Rielle Hunter and Senator Edwards on his Campaign plane in 2006. Photo by Robert Scoble.

Scoble has a great post on this up now.  The lesson. Remember.  Think of that shutter in your mind that Halstead mentioned.  And when you meet someone, or news breaks, go back in the archive in your brain and see how you’re connected.

Thanks Kara!

I’ve got myself a nifty new bag, courtesy of Kara Swisher at AllThings D!  How did I get it you ask.  Click through to the interview with Nick Grouf of SpotRunner and you’ll see the question Kara asks.  I was actually the second respondent, but she took pity on me.

Thanks Kara!