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Survey Shows New Webcasting PR Tools Getting Little Use

Few Are Using Streaming Media For TV Station Promotion (July 11, 2001)
Webcasts, streaming media and material designed for TV stations' Web sites are good tools for public relations professionals, according to experts in television, PR and the Internet who spoke at four seminars held by DWJ Television on the West Coast. But a survey of attendees released today shows few are using them yet.

Will Ludlam of Porter Novelli told visitors to the Seattle seminar that to do the best PR job now requires use of the Web while Cory Bergman, founder of Lost Remote in Seattle, talked about the convergence of TV and the Internet and the future of TV Web sites.

Lisa Morrison of KOIN-TV, Portland, said station Web sites are constantly updated throughout the day and are always in search of new material. Frank Mungeam of KATU said the people who update the station Web site are not always in the loop when newscasts are planned and echoed Morrison that his station was always in search of good material.

Laura Noss, NRW PR, San Francisco, said the rules of public relations have not changed but the tools have and PR pros can benefit by learning to use technology to work effectively with TV stations.

Michael Friedman, executive vice president, DWJ Television, reminded audiences at each seminar in Seattle, Portland, San Francisco and Los Angeles that, "Every day, millions of people are going to the Internet to look up specific information, to get news on demand from local TV stations and to get insight from joining a community of like-minded people."

Co-presenter Deborah Genovesi, APR, West Coast director, DWJ Television added, "While utilizing the Web is no substitute for broadcast TV and radio outreach, this is a terrific venue for expanding the reach of a PR campaign. And with the increasing number of households and offices with fast Internet connections, streaming video is everywhere."

But surveys taken at the seminars showed that while a majority of attendees were considering using streaming media and/or Webcasting, only six percent had actually done so. Asked how Webcasting could be useful to them personally, 55 percent chose "interactivity with key audiences" while 38 percent listed "product launches," "training and internal communications." Asked what worried them about the Web, 50 percent listed cost first and 49% questioned Webcasts' effectiveness.

DWJ Television is a broadcast public relations company with more than 30 years of experience producing and placing radio and television programming for corporate and public relations agency clients. DWJ produces a wide range of radio, TV, video and Internet projects, including video news releases, satellite media tours, Webcasts, radio series, audio news releases, remote radio tours, teleconferences, public service announcements, corporate and marketing videos, CD-ROMS and DVDs. DWJ's clients include Kmart, American Express, ExxonMobil, AT&T, Christie's, IBM, Nokia, Nabisco, Prentice Hall, The GLOBE Program, Merck-Medco and Miller/Shandwick Technologies.

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