Compare this to digital advertising where you can specifically target exactly who sees your ad and pay for the impressions or engagement you want. You can track what your target audience does with the ad – do they click through to your website? If they do, how long to they spend there? What pages do they look at? Did they sign up to your e-newsletter or do whatever else you may have asked them to do?
The interviewee was using Skype – so the background, the lighting, and the level of distraction were all in his hands and his hands alone. As television news networks rely more heavily on connecting with their guests through video conferencing it is becoming even more essentially to be aware of yourself and your surroundings during an interview.
The main downfall organizations face during PR executions like this one is not taking the time to build appropriate relationships online before engaging in a broader campaign. When a company does anything outside the box they need to make sure they have the allies to support them – the easiest way to build that base in our current PR climate is via social media.