Creating an Audience for a Webcast
 The
Challenge: Federal Communications Commission Chairman William
E. Kennard asked Children Now, a national child policy and advocacy
organization, to host a high-tech industry roundtable to discuss
children's content in the new media. Our goal was to bring the event
to the attention of the national media, create the collateral, and
publicize and oversee a Webcast of the event — the only way
the general public could witness and participate in it.
The Solution: We consulted
from the outset on all decisions, enabling us to intimately understand
the nature of the event and to plan communications strategy accordingly.
To enhance advance television coverage, we developed a video "B"
roll, emphasizing children's and teens' media usage along with advocates'
concerns. Our footage enabled the television media to put images
to what could be considered an esoteric subject, thereby further
encouraging them to use the story. We then launched our efforts
with the press. Using resources such as Business Wire and Newstream.com,
we distributed press releases and multimedia elements of the story
onto the wire, then followed up with phone calls to several hundred
major news outlets. Finally, we worked with AT&T Broadband camera
crews and Excite@Home to produce a live Webcast and audience chat
of the event. Following the event, we produced a 30-minute show
of the event that was shown on cable local access channels around
California.
Results: The story —
and subsequently, the concept of content for children in new media
- was broadcast and published by media across the nation. About
40 industry executives, academics and advocates attended the event,
with agreeing to follow up on the issue. The buzz generated by the
event and its coverage resulted in heightened awareness of what
children experience when they use new media, and how it affects
them.
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