YouTube as a Public Relations Tool

It’s easy to think of YouTube strictly in terms of entertainment, adolescent behavior and stupid pet tricks.

But as shown through its impact on politics, YouTube’s public relations potential should not be overlooked. This month’s lead story in Ragan’s Media Relations Report (available here) has a good overview of YouTube’s public relations potential and successes.

The story highlights several possible YouTube applications:

• Use it as another (and free) distribution channel for your latest TV commercial
• Pitch traditional media on content you’ve posted to YouTube (as the story notes, The Wall Street Journal and the Today show have ongoing features on YouTube content)
• Post viral videos to promote your organization or your clients
• Ask consumers to post videos about your products and services

Like all tactics, using YouTube works best when it’s tied to a broader strategy and plan – and you must be familiar with the culture and perils of social media.