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How viral video can spark media attention

Author

Listed:
  • Sumner, Wes

    (Vice President, Marketing & Communications, Florida Institute of Technology, 150 W. University Blvd., Melbourne, FL 32901, USA)

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.

Suggested Citation

  • Sumner, Wes, 2019. "How viral video can spark media attention," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 4(3), pages 296-302, December.
    • Handle: RePEc:aza:jeam00:y:2019:v:4:i:3:p:296-302
    as

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    More about this item

    Keywords

    viral video; media relations; research outreach; video storytelling; empowering storytellers;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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