When it comes to “spray and pray” PR, broadcast, with its massive audiences, can pay huge dividends in terms of PR coverage.
Creating the optimal video
And let’s not forget video, where less is more on account of our habit as viewers to switch off! Research suggests your average viewer can lose concentration after just a minute of watching. We recommend online video be no longer than 1.5 – 2 minutes in duration and we also try to introduce some sort of device around the minute mark to try to keep viewers engaged. This could be an editing effect, a change of music, a sudden change of tone…whatever suits the video content.
Targeting small audiences
Finally, campaigns targeting niche audiences can fall into the less is more category too. There’s no point getting coverage on BBC Radio 4’s Today programme if you’re promoting a brand whose target market is youth. Better one opportunity on Radio 1 (who target the under 25s) than several interviews on stations courting an older audience.