Three items in the news caught our attention this week. The first was a piece that by Agility PR about a tale of two PR crisis responses— and why only one of them worked. The crises in question are the firing of Megyn Kelly by NBC and Andy Rubin’s departure from Google with a $90 million severance package. Both situations were handled differently by the organizations’ leaders, and both produced very different results in terms of public and employee perception. The contrasting cases are useful to help shape your own crisis response and to understand how you have to get ahead of the news in just the right tone and with actions that speak louder than platitudes.
The second piece we discuss provides evidence that marketing guru Gary Vaynerchuk is wrong about an awful lot of things, largely because he appears to base his observations and predictions more on instinct than on facts. We respect Vaynerchuk for what he’s accomplished, but think that in an environment in which the value of facts is being called into question, it’s incumbent upon thought leaders to use them. This is the big data age, after all.
Finally, we have often debated the optimal length of podcasts and videos for content marketing purposes, but maybe old assumptions about keeping recorded content as short as possible is out of date. Welcome to the Age of the Hour-Long YouTube Video makes the case that long-form content is making a comeback. For the same reason that podcasts have become popular, people are now able to put their idle time to work. This may have implications for marketing videos in the future, and whether you want to go after quality or quantity when it comes to collecting readership. We both are devotees of podcasts that frequently run 90 minutes or more. That’s because the content is great, the hosts do their research and the subjects are interesting. Which would you rather have, eyeballs or fans?
Happy holidays to all, we’ll return next week with fresh insights.