Inside PR 448: Twitter Engage, YouTube Livestreaming video and Integrated Marketing Communications
On Inside PR 448, Gini Dietrich and Joseph Thornley discuss Twitter Engage, YouTube’s catch up move in livestreaming video. And we ask why, after all these years, integrated marketing communications isn’t the norm everywhere, all the time.
In this week’s #IPRMustKnow segment, Gini and Joe cover:
- the launch of Twitter Engage, a new iOS app.
- YouTube’s announcement at VidCon that it is testing livestreaming with select publishers. Available to the rest of us soon.
Our main conversation looks at why integrated marketing communications isn’t practised everywhere, all the time. Gini Dietrich wrote in a blog post that, with the proliferation of platforms and the need to integrate ephemeral and chat channels, integrated marketing communications is more important than ever. We’re all heard the term integrated marketing communications for over a decade. Independent agencies seem to have embraced integration. PR agencies in particular have moved to the PESO – Paid, Earned, Shared, Owned – model. So, why isn’t integrated marketing communications practised each and every day? We talk about the impact of tight communications budgets and the persistence of silos within corporate marketing and communications functions. We also look at the legacy of separate profit centres in holding company agencies. The need to maximize returns for individual centres may work at odds with making integrated marketing communications a daily way of life for people working in holding company networks.
Interested in hearing the whole conversation? Listen to the complete Inside PR 448 podcast.