Public relations play a key role in enhancing the relationship between the public and the organization. To achieve this, public relations practitioners have to reach out to target audience more often and update them on organizational operations that affect them. Initially, reaching the wider public was challenging since one had to look for broadcast media to cover their events or activities. However, this has changed greatly because the audience can be reached virtually and even be engaged online in real time to get their feedback on the experience they had with an organization or business. Whether it is hosting events, making announcements, launching a product, conducting press conferences, media roundtables or enrolling a campaign, public relations practitioners can now engage with the audience directly and in real-time through live streaming.
Live streaming refers to the practice of broadcasting audio and video of real-time happenings to viewers over the internet. This practice has become more popular and widely used on social media platforms. Some of the most used platforms include Facebook, Twitter, Instagram, YouTube and LinkedIn. Many companies are increasingly using live streaming to increase engagement with the brand, be closer to the target audience, deliver compelling and emotionally engaging content to a wider audience and measure the media impact that a product or service can generate. Live streaming helps businesses and organizations to connect with their audience on a deeper level despite the barrier of physical location.
Live streaming is a very powerful tool with greater impact now and in the future. Research shows that 47% of viewers are livestreaming more than a year ago and that 91 million subscribers will utilize live streaming by 2024. When it comes to its impact on the audience, 80% of audiences would rather watch live video from a brand than read a blog and 82% prefer live video from a brand to social posts. This clearly shows why public relations practitioners and organizations need to pay attention to livestreaming as a tool for engaging the audience. Interestingly, live streaming has the ability to demystify the humanlike relationship between brand and customer, creating a more familiar feeling that is often the first step to brand loyalty. When there is a great relationship between an organization and its customers, the business is likely to improve on its reputation, increase conversion rates and sales.
The benefits accrued from consistently using livestreaming to interact with audiences are enormous. Live streaming enhances and maximizes direct communication with customers and other stakeholders. It also allows a business to connect with a wider, worldwide audience. Livestreaming has the power to expand the viewership of an event attended by hundreds into the millions, to connect global offices, and to reach audiences of unprecedented scale. Besides, it raises engagement levels and effectiveness, responds to audience in real time, personalizes interaction with customers, improves organic reach and traffic, increases brand visibility and accelerates lead generation.
Public relations practitioners should incorporate livestreaming in their communication strategies and PR campaigns for them to be able to successfully deliver value to customers, B2B or B2C brands, agency, or non-profit organizations and realize the above-mentioned benefits and more. They will be able to tell brand stories with authenticity and realness, making their content more effective and relevant now that customers value authentic, transparent and real time information.
Conclusively, live streaming video is a ground-breaking addition to public relations practitioners’ ever-growing list of communication channels. However, it has to be used strategically to enhance organization’s and/or client’s reputation and to build and maintain strong relationships with publics and stakeholders. Therefore, livestreaming becomes a powerful PR tool when strategically implemented. That’s why it is important for organizations to have digital communication consultants such as Commken Consult Afrique Limited to guide them on how to maximize the benefits of livestreaming and PR strategies and tactics.