The producers of the YouTube phenomenon vlog of “Lonelygirl15” and Kate Modern are launching a production company called Eqal that calls itself Social Entertainment. From their website they say they’re incorporating the best of traditional narrative and online interactivity. At the site you can watch their intro which seems to be a montage of their futurer shows. They’re very Cloverfield-eque, seemingly done from home-video cameras. The shows themselves, according to the Eqal are driven by the participation of their viewers. It’s “community-generated” content, rather than studio-produced. Neat idea – capitalize off of the YouTube trend.
So, with this new ripple in the Social Media Stratosphere, what does this mean for PR? Can the public relations industry approach this medium in a ethical and efficient way?
Since viral content and especially videos have become such a staple in the public relations arsenal, we can only assume that this, too, will become a weapon of choice… er-not to put too violent a connotation on PR tactics.
Regarding Eqal, though, they may be on to something. As their name suggests, there exists the same amount of reciprocity in this medium as in most social media outlets: Users and viewers see the fruits of their own participation.
Let’s just hope this, like most other forms of social media, promotes, respects and contributes to transparency, more than the original inspiration, Lonelygirl15, did.