Hot or Cold? The Medium is Not As Simple Anymore

Media, Communication, McLuhan, Technology

Image copyright: (c) Vinita Agarwal


Vine, Vimeo, Instagram video.

With all the niche video genres, can YouTube be far behind? The news that YouTube has added embeddable buttons comes as no surprise (How To here). Now you can embed the YouTube button on your site to invite viewers to subscribe to your YouTube channel from other social networks, as opposed to them first finding you on YouTube.

Another reason for PR practitioners to focus their message to their target audience needs across platforms. In other words, what you say on one platform can be amplified and supported in myriad creative ways through other platforms and modalities. Exciting.

A TV-Video Blend:
Another, equally high profile and intriguing news is Google’s Chromecast. Chromecast will let you move your web video content to the TV. In terms of technology, basically the HDMI interface connects with video and audio apps (think YouTube, Netflix), and takes them to the HDTV screen.

The good news is that the little thing is cross-platform and can run on Android as well as iOS.

Check Google Play (word is that it’s sold out right now) and it’s expected to be on Amazon as well.

So far, some reviewers (here, or here, or here) have noted its low learning curve and ability to integrate various activities (e.g., Google hangout) with your show “casting,” thus enabling you to get more out of all your devices.

At $ 35, definitely can try this one.

What does it mean for PR folks?

For PR folks, it is a promising opportunity to integrate interactivity with video. In other words, you have an opportunity to enable your clients, members, customers, organizational folk, and so on, to connect tasks and engagement with TV, video, and yes, to other social apps.

But. . .
It’s important to recall the nature of our relationship with the medium. How we watch TV is different from how we engage with our devices (e.g., iPad).

In other words, think about how the media will be consumed by your audience and what that means for your PR goals.

Hint: Think about effectively and powerfully combining traditional ways of watching TV –which is a social activity–with the advantage of audience engagement with apps–which is characterized by interactivity, engagement, and focus. Then add on geographical span (e.g., a Google hangout kind-of social with people who are not in your living room right now), and you should be on the right track.

How far can you go with it? The altered modality combines relationships, engagement, interactivity, feedback. Having a clear understanding of how your audience or organizational members share, perform, engage, give feedback, and watch will help.

In the interactive global village, McLuhan’s medium is a message, a conversation, a relationship, and much more, sometimes all at once, sometimes one thing more than another.

In what other creative ways can you see yourself using this in your public relations efforts?


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