UK’s largest commercial broadcaster ITV has brought in online distribution company webitpr to communicate announcements and news about selected shows to the online and social media community.
The year-long brief will see webitpr work alongside ITV inhouse publicity team to distribute show clips and news announcements in the form of social media news releases to its database of online editorial contacts and bloggers.
ITV is the first broadcaster in the world to be using the social media news releases to coincide with its existing communication methods.
Social media manager for webitpr, Stephen Davies will lead the account, reporting to ITV new media publicist Ben Ayers.
‘An increasing number of people are writing about our shows online and we need to do all we can to communicate effectively with them,’ said Ayers. ‘Social media releases help us reach out to journalists, bloggers and fans of our content who want video clips, links and social bookmarking tools which are quickly becoming web standard.’
‘ITV is a perfect example of a large UK content organisation making the appropriate steps to adapt to the changing media landscape,’ said webitpr chief executive, Adam Parker. ‘As a broadcaster they understand that they now have a host of online global micro audiences to communicate to as well as traditional journalist contacts.’
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