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As new media continues to alter the way brands offer products and interact with consumers, the ways in which individuals utilize the information also continually changes.  Given that this evolution will only augment over time, the value that clients are seeing in non-traditional media opportunities (i.e. podcasts, video interviews, blogs) continues to grow. These outlets are more interactive in nature and allow bloggers, readers, and individuals/companies mentioned in a post to respond and communicate in real time via commenting. 

As PR practitioners it is important to acknowledge this evolution as well as develop a strategy that leverages a mix of both traditional and new media programs. Creating opportunities that allow clients to interact and share information with potential customers, key stakeholders, and interested parties should be the cornerstone of a successful PR program. 

With that in mind, I began to think of ways we could utilize the wealth of information that Mirror Image Internet’s (a PAN client) Director of Marketing Martin Hayward posses regarding mobile video delivery – and why it is quickly becoming the core of many mobile marketing strategies.  

Knowing that StreamingMedia.com is the premier online destination for industry news, information, and services related to the streaming media industry, and that we have a great working relationship with its Editors, I thought I’d propose the idea of producing a podcast with Martin and a Mirror Image partner, Wowza Media Systems.  Contributing Editor Tim Sigli, who has taken over the podcasting helm along with Jose Castillo, confirmed his interest, and we were discussing recording logistics before I knew it.  

Soon after, Martin, Dave Stubenvoll for Wowza Media Systems, Tim, and I were recording the contents of a compelling podcast via phone.  Throughout the podcast, Tim explored the benefits of a single codec, H.264, for mobile delivery from two perspectives: a single media server (Wowza, represented by Dave) and a content delivery network (Mirror Image, represented by Martin). 

The podcast has since been published and now lives alongside hundreds of hours of audio/video content on the Streaming Media site.  Listen to the podcast – and others – here, and let us know what you think!

WIth the economy still trying to find its way, we in the PR industry are faced with proving our value on a regular basis because a lot of times there are decisions made within our clients organization that even our marketing contacts aren't aware of. So what we're doing with a lot of our clients today is the traditional media relations, analysts, messaging, speaking engagements, etc. but we're also extending our value and services by helping our clients reach the niche communities who end up being - ta da - their real customers, the end users. There are many tools that your company and your PR team can utilize to reach these audiences and market yourself right to them - so don't get stuck in the traditional need to do A, B, and C public relations program. Open it up a bit and use your agency to open new doors and avenues for you - now is the time to try something new because each day we see more changes and who knows what tomorrow will bring. So talk to your PR team and get their thoughts on what else they can be doing to help further your position or to get that unique spotlight put on the company.

I'm a proud Gen-Xer and semi-reformed slacker.  As such, It's kinda fun to watch (and sometimes mediate) the debate over the role of Millennials in the office.  Where my group was pestered to get off our collective asses and be productive, Millennials are constantly looking for productive jobs to do.  There are exceptions but in general the phenomenon is well documented.  Compared to my X peers, the Millennial contrast is very stark.

The fundamental difference between the two groups (if measured at the same point in time--mid to late 20s) is we were prone to wasting time, Millennials complain there isn't enough of it.  While I don't regret for a moment most of my behavior, objectively I'd have to say I admire many of the Millennial traits.  In our defense, however,  I'd offer the lack of instant-and always-on tools we're used to working and playing with now.  "In my day," if you needed to write a report in college about the Pyramids you went to the library and opened an encyclopedia.  Now it's a click and print function.  I guess that's the modern analog to the "I used to walk to school uphill in the snow--both ways."

I bring this up (and date myself) to eventually make a point: I don't see the Millennials apting to and applying social media tools for work, even though they're perhaps the best versed in the technology.  Again, there are notable exceptions but for the most part Millennials don't translate their familiarity with these tools into a competitive differentiator in the office.  Not the way they should be, anyway. It's a curious problem so I asked Megan Maquire Twitter: megan_maquire), who IS one of the notable exceptions why this was the case.   She' tweeted back:

@xylem Why don't Millennials see mrkg potential of social media? Probably b/c most don't see a use for it beyond fun. I'll blog a better ans soon

Looking forward to her post! Update:  Megan came back at me with a well thought out and written piece here. She gets support in the comments, too.  I agree with her; dividing the workplace by generations doesn't do anyone any good, but the original observation is probably being played out in workplaces all over by managers like me. We're entering into an economic period the Y's haven't seen before (or were shielded from because they were in school for the last one).  The next four or six quarters are going to be deadly serious times for many businesses.  People with the most marketable skills are going to survive while others who don't pick themselves up or don't quite get the seriousness of the situation are going to be left behind.  Now's the time for Y's to put their recreational skills to use, both for their employers and/or themselves.  You're all invited to pitch in!  We'll use our experience to get through this next rough patch; you show us what's new and we'll blend the two. Thanks Megan!