Archive for February, 2009

Robert Halper, Johnson & Johnson

Tuesday, February 24th, 2009

To link to post: http://bit.ly/TI7GB

Robert Halper, Director of Corporate Video for Johnson & Johnson, discusses the great leap of faith that his pharma company has initiated: the engagement of social media through a YouTube channel. Recorded at the Business Development Institute’s Web Video Leadership Forum on February 24th, 2009.

Some of Roberts’s VlogViews:

“With any social media, you’re looking to be open, transparent, informative and personal. It’s all about relationships, whether it’s a blog or a YouTube channel or a twitter. One of the interesting things about it is that we do open it to comments….I find that one of the most satisfying parts is how people react to the videos.”

“We have a ‘Real Moms’ playlist…Those are the stars I’m really interested in…Real user generated content by people who just want to get the word out about what they’re doing. So I found that to be an interesting development and something we want to continue.”

“We’re casting a very wide net. Whoever is interested in this stuff is our audience.”

Search terms: Robert Halper, Johnson & Johnson, web video, BDI, Business Development Institute, social media, pharma

Posted in Online Video, Social Media, Web Video | No Comments »

Tom Beeby, Beeby Clark + Meyler

Tuesday, February 24th, 2009

Tom Beeby, Executive Creative Director for Beeby Clark + Meyler, discusses the trials and tribulations of digital advertising and what it means in the current economic climate. Recorded at the Business Development Institute’s Web Video Leadership Forum on February 24th, 2009.

Some of Tom’s VlogViews:

“The obvious glaring mistake for online video advertising is to create a one hundred percent passive experience, where consumers are just asked to sit there and consume a brand message passively and we hope that they spend a lot of time with the brand and walk away with their perception of the brand shifted.”

“It’s not to say that the web is the end all be all of all your marketing activities but it should act as a hub where all the different media channels point to it.”

“As you look at some of the big brands and the decisions they’re making with regards to kind of fine tuning their mix of media spending,  more and more often they’re looking to TV to cut budgets and to amp up spending in areas that are more accountable, such as digital advertising where every dollar can be looked at, and statistically observed for effectiveness and fine tuned to increase effectiveness.”

Search Terms: Tom Beeby, Beeby Clark + Meyler, marketing, advertising, web video, BDI, Business Development Institute, social meida, pharma

Posted in Advertising, Healthcare, Online Video, Web Video, marketing | No Comments »

Thea Trachtenberg, Good Morning America

Thursday, February 12th, 2009

To link to post: http://bit.ly/1bfxTR

Thea gives tips on how PR professionals should approach Good Morning America with medical stories. Recorded at Publicity Club of New York’s Health Luncheon.

“I get a lot of pitches about a new drug or a new device or a new test that doesn’t tell me how I’m going to sell that to the audience…You really have to tell me the story of it. How many people is this going to help? Is this going to save lives? How many lives is it going to save? The story part of a medical story is equally if not more important than the medical part.”

“We’re always looking for that great smaller, character driven medical piece that sort of comes out of nowhere and reaches your heart. Those are great Good Morning America stories.”

Good Morning America 

Publicity Club of New York

Search Terms: Good Morning America, PCNY, Publicity Club of New York’s Health Luncheon, Thea Trachtenberg, medical stories

Posted in Healthcare, Media Companies, Public Relations | No Comments »

Richard Laermer, Owner, RLM PR

Monday, February 9th, 2009

Richard Laermer, Owner of RLM PR and author of  2011:Trendspotting For The Next Decade, discusses the future of PR and how communicators can adapt to those changes.


Some of Richard’s VlogViews:

“Responsibility has a lot to do with the way people communicate. And PR people, just like most service people in the last few years of instant messages and texting and all the things we all do, have gotten off of communicating. Now we’re not communicating, now we’re just sending things.”

“We who are in PR tend to do a disservice to ourselves. We tend to speak a lot in these sloganistic terms. Lots of statements, lots of things that we don’t actually say to people. The average consumer that we are talking to, or the average business that we are communicating with…they understand that they’re being thrust upon and we as communicators have to take a step back and say, “how can we say something that just says it?”

“Look at the President. If he has taught us one thing, it’s no drama. And if we can learn from that right now and use that as our motto, we’re all going be ok.”

RLM PR
Bad Pitch Blog
2011: Trendspotting for the Next Decade

Search Terms: Richard Laermer, RLM PR, 2011:Trendspotting For The Next Decade, Barack Obama, Communications

Posted in Communications, Public Relations | Comments Off

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