How viral video can spark media attention

Wes Sumner
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Wes Sumner: Vice President, Marketing & Communications, Florida Institute of Technology, 150 W. University Blvd., Melbourne, FL 32901, USA

Journal of Education Advancement & Marketing, 2019, vol. 4, issue 3, 296-302

Abstract: Few media tools are as powerful as video. This paper explores how videos can go viral, promoting brand visibility and strategic marketing objectives in higher education. Compelling video is a proven means to attract any audience’s attention. This paper explores the keys to successful videos and strategies for mobilising higher education storytellers. Further, it offers tips for higher education marketing and communications practitioners who are charged with maximising limited resources to achieve results.

Keywords: viral video; media relations; research outreach; video storytelling; empowering storytellers (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2019:v:4:i:3:p:296-302

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