Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act.
-(Scenario 18-3)An athletic supply manufacturer is about to launch a new sports sock made of an innovative fabric that cushions the foot,reduces impact,absorbs moisture,and supports high-intensity sports.It creates short video spots and posts them on its home page,Facebook page,YouTube,and other sites for viewing and downloading.Since this video is generated by the company,intends to gain positive publicity,and hopes for free exposure of a new product,it works in much the same way that the more traditional does.

Question

Quizplus · Accepted Answer

The best choice for the athletic supply manufacturer is a press release as it is a form of communication that aims at sharing newsworthy information to the media and public. The company can use video content to support and promote its new product while gaining positive publicity and exposure. A company newsletter, sponsored event or feature story may not reach as wide of an audience as a press release.

Scenario 18-3 For Some Years Now, Enterprising Individuals Have Gotten Their Own