Google TV Launch – Success or Failure?

December 22, 2010 § Leave a comment

Recently professionals are using technology as their main tool to get their messages to target audiences. With the creation of social networks, blogs, and even internet, public relations professionals are able to send direct messages through these mediums that attract the target audiences. Tactics are the ways to attract target audiences by using the information gathered about that audience and directing a message to them using tools such as social mediums or other technology.

There are various tools that can be used in the practice of public relations. Traditional tools include press releases and media kits which are sent out to generate positive press on behalf of the organization. Other widely used tools include brochures, newsletters and annual reports. Increasingly, as previously mentioned, companies are utilizing interactive social media outlets, such as blogs, Twitter and Facebook, as tools in their public relations campaigns. Unlike the traditional tools which allowed for only one-way communication, social media outlets allow the organization to engage in two-way communication, and receive immediate feedback from their various stakeholders.

Was the product launch of the Google TV as success or failure?  Google TV is simply TV plus Internet. Google TV gives users the ability to search for names of your favorite shows or movies; you’ll stumble upon a plethora of options on how you can watch them either through cable or the Internet. Google will be able to serve as a complete web browser that can play Flash videos and even send and read email messages.  Moreover, the users of Google TV can create their customized home screens for their respective favorite TV channels, online shows and web domains. Hence, Google TV is not really TV it’s just like TV with a multitude of other functions.

The following PR tactics are currently being used to introduce the launch of Google TV: Facebook, press releases, corporate web videos, online news release distribution, twitter, blogger relations, corporate podcasting, and viral marketing. Below I have provided an overview of how Google is leveraging each PR tactic to promote the launch of Google TV.

Facebook – Google TV appears to have a couple of Facebook pages. One appears to be the official Facebook page, and the other appears to be created by an anonymous user. Both fan pages contain information about the product, user initiated posts, and a section that allows users to discuss the product in an open forum.

Press Releases – When searching for Google TV on Google I was bombarded by over 666 million search results. All major media publications were included in the natural search results. Abcnews.com, pcworld.com, computerworld.com, reuters.com, msnbc.com, nytimes.com, techcrunch.com, and wired.com to name a few all had featured articles surrounding the new Google TV product launch. Most articles at this point describe what the product is and how it competes with Apple. So far, since the product has not officially launched there is no mention of the users’ experience.

Corporate Web Videos – Google launched a new site that includes instructional how to videos. This site launched prior to the official launch date of the product so users can get a feel for how it works prior to finding out exactly how much the product will cost. The hope is to get everyone excited and familiar with the functionality for free so once Google releases the cost users will be more likely to buy.

Online News Release Distribution – I included this because I came across an article about the Google TV on PR Newswire so I thought it was worth mentioning. PR Newswire has been posting press releases online for a while, but recently they started disseminating information through RSS feeds. This tactics is very important because this enables releases to be spread around the internet quickly and efficiently. Google by nature could be considered a RSS feed but instead of users going to Google to search for product releases they can subscribe to an RSS feed and updates will be emailed directly to them in real-time.

Twitter – The Google TV product has its own Twitter account. I subscribed to the RSS feed which has been sending updates on new content partnerships, webinar invitations that walk users through Google TV’s features and capabilities, and webinar invitations that walk users through how to leverage Google TV’s affordable advertising capabilities.

Corporate Podcasting – Not only was I able to find a large number of podcasts that included interviews with Google’s development team discussing the product launch, Google has their own podcast called Google Listen. This podcast is available through Google.com and is also available on iTunes. The Podcast includes interviews that discuss product launches, industry trends, and up and coming product enhancements.

Viral Marketing – With Google’s strong presence on majority of the main social media sites, users are re tweeting, digging, and re posting as often as new content is distributed. I know when I found out about the Google TV, I posted the article I read on my Facebook page.

Blogger Relations – Many PR firms are now targeting high traffic, high-profile bloggers. Google TV is featured in all major tech blogs including GoogleBlog, TechCrunch, Mashable, Gizmodo, Gawker, and Technoradi.

The above 8 tactics have become the mainstream and many companies have a strong presence across most if not all media channels.  Google is such a powerhouse and they seem to have got their PR initiatives in line with their business objective. The business objective as this point appears to be brand awareness of the Google TV launch.

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