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Home > Blogs > The Cycle
The Cycle

Posted February 12, 2009

YouTube seems to be the social media trend for Big Pharma so far this year. In the past week, both Sanofi-Aventis and AstraZeneca launched channels targeting specific diseases.

Sanofi’s , an unbranded effort that’s part of the “GoInsulin” campaign, personal stories of patients with diabetes and is the pharmaceutical company’s first YouTube venture. It does not mention Lantus, Sanofi’s insulin therapy; instead it offers general information about insulin.

AstraZeneca’s , considered the Symbicort brand channel, stories of patients affected by asthma. The company also launched a microsite, myasthmastory.com, although a spokesperson told PRWeek it is not part of a larger PR campaign for the asthma drug.

Mark Senak at Eye on FDA:

“Both of these efforts are breathtaking in that they appear deliberate attempts to break the stranglehold that regulatory concerns have had on social media in general and YouTube in particular.  They also both go way beyond what anyone has accomplished so far in terms of creativity and style and in an effort to engage patients.”

The two pharma companies join Johnson & Johnson, Abbott Labs, and GlaxoSmithKline in the YouTube space.

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Filed under: Branding, Consumer, Healthcare, Public Relations, Social Media, Web sites

Tags:Abbott Labs, AstraZeneca, Eye on FDA, GlaxoSmithKline, Johnson & Johnson, Sanofi-Aventis, Symbicort,

Posted January 12, 2009

YouTube a channel exclusively for Congress today - sans ads, which keeps it aligned with previous ”franking rules.” The site comes in two portions: and . It was aptly introduced with a video montage of Congressional leaders like Speaker of the House Nancy Pelosi saying they value online communications with constituents.

YouTube added, via its blog:

You’ve shown your elected officials that in order to be in contact with you, they need to come to the platforms you use most, and engage with you directly…

These YouTube channels have the potential to make Congress more transparent and accessible than ever before - but only if you continue to connect and engage with your government on the site.

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Filed under: Blogs, Media, Politics, Public Affairs, Social Media, Technology

Tags:Congress, Washington,

The digital side of the ‘Street’

Posted November 12, 2008

Sesame Street, that staple of PBS television and children’s-and parents’- lives for nearly 40 years, is making its next step into the world of Web 2.0.  On Monday, Sesame Workshop, the nonprofit that produces Sesame Street, announced that for the first time full episodes of the show would be available on Hulu, YouTube, and iTunes. This move coincides with the recent launch of a new Web site in August, just before the debut of the 40th season. It also falls in line with what Gary Knell, Sesame Workshop’s CEO, told me about the company’s digital plans when I interviewed him for the recent PRWeek/Burson-Marsteller CEO Survey article.

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Filed under: 1, Arts & Entertainment, New Media, Social Media, Viral Video, Web sites

Tags:Gary Knell, Hulu, iTunes, Sesame Street, Web 2.0,

Posted October 16, 2008

YouTube rolled out a that encourages voters to take out their video cameras come election day. , the video-sharing site’s “Video Your Vote” page tells people, “It’s Your Democracy” so “document the energy and excitement, as well as any problems you may see.”

It also links to some election coverage from  and a number of voter protection groups.

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Tags:PBS,

Comms leaders discuss Atlanta-area companies’ digital outreach

Posted October 2, 2008

During CNN’s 2007 YouTube primary debates, the network’s PR staffers monitored about 50 blogs, then fed comments to producers for “real-time reaction,” said Jennifer Martin, CNN director of PR, describing her network’s social media interaction with consumers.

Martin and other Atlanta-area communications professionals including UPS and Coca-Cola took part in an October 2 webcast hosted by Dan Greenfield, principal of Bernaise Source Media, on the growing importance of social media in marketing and communications.

(more comments after break) Read more »

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Filed under: Blogs, New Media, Social Media, Web sites

Tags:Adam Brown, Bernaise Source Media, CNN, Coca-Cola, Dan Greenfield, Jennifer Martin,

Dr. O-No

Posted June 26, 2008

I am at the Edelman New Media Academic Summit (PRWeek is media partner), watching a panel with PRWeek’s own Julia Hood, Lauren Rich Fine, Practitioner In Residence, College of Communication & Information, Kent State University; and Steve Grove, Head, News and Politics, YouTube. There was a hearty guffaw when one of the attendees (won’t rat him out) didn’t know that Dr. No was a Bond movie (Kids today - no sense of history!). Here is some running commentary.

Grove: “All of this [new media] innovation [occurs] during the campaign period. Marketers learning from what the campaigns do.”

He talked about how politicians in the 2008 campaign learned from the George Allen macaca moment. One panelist appearing in tomorrow’s session - is Mindy Finn - director of Finn Enterprises, fellow at George Washington University’s Institute for Politics.  She ran Gov. Mitt Romney’s  director of eStrategy during his campaign. When video surfaced of Romney taking a strong pro-choice stance, per Grove, Finn moved quickly to record a video with Romney explaining why he changed his stance - and smartly tagged it with the same keywords as the offending video.

Grove: “Politicians spring to YouTube and Facebook because they can’t not be there.”

Grove: (This is a paraphrase: It’s not as if Facebook or MySpace invented something new about the human condition).

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Filed under: 1, 2008 Campaign, New Media, Politics

Tags:Edelman, Julia Hood, New Media Academic Summit,

The Cycle

For both journalists and communicators, the news cycle never ends. At The Cycle, PRWeek’s editorial team offers commentary and viewpoints on how the latest marketing, business, political, and cultural news impact the PR industry.

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