The Far Side of the World

Using Time Zones To Your Advantage In Integrated Video and PR

In international business, the clock is always seen as the enemy. It’s never the right time of day from where you are to where your partners and stakeholders are. Or, you have to get something done by 10am so someone in Europe can see it, since they’re staying late at the office and waiting for your contribution.

I’d like to think of every business challenge as something that can be exploited for good. A little over a year ago, I ran into this exact problem for a client. Our client was giving a keynote address at a conference in Amsterdam, and naturally, our PR team wanted to drive as much press pickup as possible. However, in this age of tighter news budgets, fewer and fewer reporters would be able to attend the talk in person.

Fewer still may be motivated to watch a live webcast version of the talk as well, which was scheduled for 10am in Amsterdam (5am Eastern, 2am Pacific back here in the United States). My plan called for shooting the keynote, interviewing the speaker immediately after the talk for his “post-game” thoughts, and editing the talk down to a digestible few minutes.

The challenging part- having the edit done that afternoon in Europe so our teams in the United States could pitch reporters with this owned content summarizing our client’s talk.

All of the work was possible, and it went off well, because we specifically used the time zones to our advantage. By the time our teams on the West Coast came to work, a rough copy of the video was already available to help them complete their blog post. By lunchtime on the West Coast, the highlights were posted, and East Coast reporters had ample time to file before their evening deadlines.

Europe at Night

Since nightfall in Europe was daybreak on the U.S. West Coast, reporters were able to get the most out of content we shot, edited, and published during our day in Amsterdam.

As for our on-site team, which must have sounded like it was a cast of thousands in Europe, it was just myself and one cameraman/editor, editing the product at the bar in Amsterdam Marriott. For us, the day ended at about 8pm local time. In the end, our client’s message got out more broadly than ever before, and it was time to go get a Heineken. JG Initial Mark_15x15

Joe Gura is a marketing communications strategist, and has a Master of Science degree in Integrated Marketing Communications from West Virginia University. Connect with Joe on LinkedIn or follow Joe on Twitter: @joegura

About joegura

I’m a technology marketer with a deep track record for success running B2B and B2C global campaigns and initiatives across large enterprises. With expertise that spans all facets of traditional marketing, I specialize in optimizing and connecting companies and customers via next-generation tactics such as digital, social, and content marketing.
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