[caption id="attachment_162" align="alignright" width="300" caption="Part of a PR pro's job is to figure out how to make a brand stand out in a crowded playing field."][/caption]
Earlier this week, it was reported by Reuters that YouTube streams 4 billion videos every day, and roughly 60 hours of video is now uploaded every minute. Both statistics representing substantial increases in the past eight months.
On the surface, this report means a lot more competition to get eyeballs to pay attention to your brand's (or client's) YouTube channel and/or videos. Just great, right?
But if you approach this obstacle with your bigger picture PR glasses on, this challenge is really no different from the day-to-day issues any PR or social media pro goes through, such as:
- Trying to get a reporter interested in speaking with an executive
- Thinking of ways to get social media users to follow a Twitter handle or 'like' a Facebook Fan Page
- Coming up with new ideas for a brand to make an impact at a popular event
- Figuring out how to send out a pitch that will stand out in a reporter's inbox
- Strategizing how to build a greater online presence
And, you know what? All of these challenges are awesome! Having competition all over the place is what drives us as pros in this field. It allows us to think big, think smart, gets our creative juices flowing, and that in itself is fun. And when you finally come up with a home run of an idea that's going to make your brand/client stand out in a crowded field, it's a feeling you never forget and it's something you want to experience all the time.
The process for addressing these obstacles and strategizing against them never really changes, but the tactics and the execution do, which is what makes the planning a strenuous, yet satisfying experience at the same time. You evaluate each new situation, brainstorm killer ideas, put together your plan, and see it all the way through. It's rinse-wash-repeat, but with a twist in that every new circumstance presents an opportunity for us to do something different and better than before. And what's better than getting that interview you wanted or seeing your brand/client breaking through the clutter and getting the type of media coverage and social media attention it wanted? N.O.T.H.I.N.G.
I'm not purposely trying to paint a rosy picture that every time you face a challenge that it's always fun to try and overcome. Certainly I know from experience that none of this is easy. But what I am trying to get across is that this is one of the biggest reasons I chose to have a career in this industry, and I hope others feel similar. I wanted to be challenged on a daily basis, be given the opportunity to stretch my creative thinking, and at the very least try to do something that can make a difference for a company as often as possible. That's why I love this profession.
So whether it's a report about increases in YouTube usage or new figures on the types of material that journalists want to receive more of (hello, infographics), the numbers and industry findings may change, but the playing field will always remains competitive. Embrace that challenge and recognize how exciting it can be to think of ways to make your brand/client stand out among the competition, and execute a smart plan to the best of the team's ability.
Andrew Worob is a Managing Associate in the Digital Practice at Finn Partners. Contact him via Andrew@finnpartners.com or on Twitter.