The application of live streaming in public relations is limitless. Manufacturers can demonstrate new products, streaming the production line to thousands of potential customers who can make suggestions for features they would like to see incorporated into a future build.
Live streaming can also aid the design and early promotion process as it allows for a collaborative approach between producer and consumer.
Another area showing positive results is focus groups, where an app enables participants who cannot attend in person to view a discussion and add their comments in real time.
Live streaming makes the traditionally passive spectator active, able to ask questions of the designer, artist or manufacturer, increasing the customer base through closer relationship marketing. Public relations practitioners can complement other marketing activities, cross promote and engage new audiences via this technology.
Meerkat app
You can send your live video stream from the newer Apple and Android devices to all of your Twitter followers. Followers will receive real time updates on their mobile or desktop devices.
Meerkat has an embedded player option so you can embed your stream direct into websites to increase its reach and capture repeat visits to your regular broadcasts. Its built-in promotion ability means that it can advertise your next upcoming stream.
The standard Meerkat app does not provide a recording facility and you will need an added tool like Katch to save a Meerkat stream. You can bring in audiences accessing your Twitter feed through their computer browser by using tools such as Lookats, which as a live stream search engine also lets you monitor your brand.
Periscope app
The Periscope app claims to give users the chance to “explore the world through someone else’s eyes”. Viewers see a protest or a campaign directly through the eyes of those involved, with no third person translating or interpreting the experience as in traditional broadcast reportage.
You can use the tool on newer Apple and Android platforms to broadcast video using your organisation’s Twitter stream. You can notify your followers who can watch the stream and send comments or feedback in real time.
At the end of the broadcast, you can make it available for replay, currently for 24 hours, after the event. Broadcasts can also be made to segmented audiences by issuing targeted invitations.
Apps like this are becoming powerful in tourism communications conveying strong, emotive imagery with the benefit of sound from the scene. Audiences go on scenic journeys with an opportunity to interact with the traveler or share experiences from a destination.
Streams have been used to allow viewers to follow a particular health treatment from the perspective of someone undergoing it and to ask questions or give encouragement during the different phases.
All part of the game
Combining live video streaming with games technology gives opportunities for branding and campaigns through fun technology, such as Google’s new YouTube Gaming, Amazon’s Twitch and Sony’s Live Video Streaming apps.
Large corporate brands are already beta testing games linked to live video feedback opportunities from customers and adding competitions to encourage further home videos and live video responses.
The power of streaming technology as a communications channel will grow with wearable apps and speech devices.
Ideas for using live video streaming apps
Technology is moving at such a pace that facilities that used to be beyond the resources of smaller PUBLIC RELATIONS teams are now accessible. Many of the live video streaming apps can be used with limited costs.
I have worked with organisations using the technology to:
- Broadcast segments of meetings, or invite responses from a wider audience to market research or training sessions
- Update live from a project’s location direct to key stakeholders
- Produce streams which can be integrated into training sessions to engage wider audiences
- Provide crowd-sourced solutions to IT issues (both freeware and by brands as part of their communications campaigns around new product announcements and for reputation management)
- Interact with health organisations to improve wellbeing.
Points to remember
- If broadcasting from an office, talk to the IT team about using the wired connection or a solid wi-fi signal. If you are on location, check your wi-fi or mobile data signal is robust enough for a transmission to avoid losing your connection.
- Rules of broadcast apply when using live video, the local government code and other publicity and advertising codes too. For live streams, make sure you have permissions and the relevant signage on display. If you hit a problem, make sure the team on the ground know how to disconnect the live feed.
- Broadcast content is the responsibility of the originator. It is best to have a plan for what you are streaming, think about the campaign elements you want to focus on and how you are going to monitor and deal with any negative or inappropriate material posted during the live stream.
- Think about the backgrounds and branding opportunities. Where are you going to position the phone, tablet or mini-webcam to capture the speakers and the activity?
