Public Relations and YouTube

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Recommended: Importance of social media on hotel brand recognition

Within the industry, YouTube has become one of the most influential ways to promote services, the environment of the company, as well as feedback and travel experiences from a variety of customers. Public Relations practitioners are starting to avoid pitching to reporters and going directly to consumers. It has been reported that YouTube is likely to serve more than 75 billion video streams to around 375 million unique visitors during 2009 (Jantsch). YouTube makes it accessible for customers and a variety of individuals to post comments and like or dislike videos, making sure the right message is always uploaded. YouTube also offers travel companies a number of opportunities to increase awareness, which demonstrates thought leadership and drive for new business (Pergolino).

YouTube plays a vital role in transmitting messages to the public. Hotel and Airline companies have used YouTube to acquire a variety of customers or many people who show interest in their services. YouTube allows quick and easy browsing with the use of channels. This allows the public to gain an insight on the company and their environment. Hotel and Airline channels have the ability to obtain millions of viewers if a message is conveyed creatively and effectively. Jamie Izaks, PR Manager for Hyatt Hotels Corporation, states, “You have to be creative. I certainly wouldn’t put up traditional PR material such as video news releases or conventional interviews. You need to strive for something that is both promotional and entertaining” (Cobb). With YouTube, it is easy to host videos on websites by using links and embedded codes that YouTube provides (Pergolino). An array of YouTube videos has created a buzz since the founding of YouTube in 2005 (Chen, Hurley, an...

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...36 (2009): 9. Academic Search Complete. Web. 15 Nov. 2011.

Chen, Steve, Chad Hurley, and Jawed Karim. YouTube. N.p., Feb. 2005. Web. 2 Dec. 2011.

Cobb, Chris. “YouTube and Beyond: How PR Pros Discover and create buzz with online video. (cover story).” Public Relations Tactics 13.6 (2006): 21. MasterFILE Premier. Web. 15 Nov. 2011.

Guth, David W., and Charles Marsh. Public Relations A Values Driven Approach. 5th ed. Boston: Allyn & Bacon, 2011. 337-354. Print.

Jantsch, John. Let's Talk: Social Media for Small Business. 2nd ed. N.p.: Microsoft Office Live Small Business, 2009. 4-7. Web. 2 Dec. 2011.

King, Brandy, perf. " Response to Unruly Passenger Behavior." YouTube. Nuts About Southwest, 26 Feb. 2008. Web. 2 Dec. 2011.

Pergolino, Maria. The Definitive Guide to B2B Social Media, A Marketo Workbook. N.p.: Marketo, Inc., 2010. 27. Web. 2 Dec. 2011.

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