B2B in a Web 2.0 World, Part 3: TV Media Relations!

As familiarity with Web 2.0 features like video-sharing grows, businesses have found a new outlet for company-produced information. Corporate video material once made only for TV news outlets has found a new niche on the Internet. Business' relationship with the media has changed.

Broadcast, cablecast, simulcast, webcast, podcast, vodcast, mobilecast -- the melding of the realms of "lean back" (TV) and "lean in" (Web) technology can mean coming attractions for business-to-business (B2B) marketing communications and video news generation -- if done straight-up, i.e., correctly and transparently.

Part 1 of this three-part series looks at how B2B enterprises can sharpen their public relations chops by engaging Web 2.0 communities. Part 2 explores marketing 2.0. Part 3 looks at the specific marketing and PR opportunities present in Internet-based TV.

Narrowcast B2B Web video programming has completely changed the old TV newsroom paradigm, and in doing so has affected the role of the Web as a business news forum along with the way that companies relate to online media in telling their stories and selling their products and services.

"The concept of broadcast TV is on borrowed time," said Philip Sheldrake, director of digital agency Racepoint UK.

"Video over IP and associated technologies enable time-, place- and device-shifted viewing -- video when and where you want it," Sheldrake told the E-Commerce Times. "When married to the dramatic reduction in video production costs of recent years, niche B2B video programming is becoming an economically viable option for the first time. This is narrowcast. This is targeted."

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