In these times of economic difficulties communications is as key to survival as cash flow. And that holds true whether you’re marketing your product or service to customers, or keeping your people up to date with business developments. Webcasting is an attractive option – it’s easy, relatively cheap and immediate. But beware the pitfalls!
Webcasting is now a useful and powerful tool in the communications armoury. Its obvious characteristics include: it’s quick, immediate, accesses dispersed audiences, cheap, can be time-slipped, and uses now-familiar technology.
It’s also very versatile: it can be used for internal comms, IR, corporate announcements, conferences, CSR, product/service marketing, relaying live events etc.
And, importantly, because of the nature of the technology ie it’s web-based, which means it can be multi-media, it need not be one-dimension/one-way communication. The video element can be integrated with a text presentation, include Q&A, polling, information/product pack, additional illustrative video, use of an independent moderator etc.
Collective interaction, which was traditionally the sole domain of face-to-face communication, is now possible in a time-efficient, cost-effective and carbon-friendly way. Even a quick and "dirty" webcast, provided it’s deliberate and considered, can be really valuable.
BUT any and all communications are about delivering a message – getting the chosen audience to accept and understand – either at an intellectual or an emotional level, or both. And the ease, convenience and relatively low-cost of webcasting doesn’t absolve it, as a medium, from having to pay its way and do the tough work.
Crown’s original roots lie in financial journalism at the BBC. We’ve changed a lot since then - in line with our client’s needs in changing markets, and vast technological developments. But what we have sustained over the years is a commitment to ‘telling the story’ – seeking out and compiling the narrative, selecting the right visual environment and exploiting video’s unique properties to inform and engage audiences with immediacy and impact.
The piece of webcast communication may be a 1 minute update or a 30 minute debate about strategy – but each and every one should be conceived and positioned within the context of the wider communications strategy. It’s just not good enough to dash off a top-of-the-head stream of consciousness piece on your webcam, get your IT guys to place it online and expect it to get through the ‘blur of noise’ out there, just because you can.
The webcast needs to fit in with the story that sits behind the existing communications strategy and corporate culture, otherwise mixed messages and uncontrollable or unexpected responses can ensue, and it’s difficult if not impossible to evaluate the impact of the message or provide effective follow-up.
Yes: webcast! But no: don’t do it without stopping to think ‘Why?’!
Business enquiries please contact:
Bruce Todd
Communication consultant
0207 605 4500 or 07802 911 232
Bruce Todd
Press enquiries please contact:
Georgina Lipscomb
Propeller Group
0870 066 4608 or 07737 388 414
Georgina Lipscomb
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