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September 14, 2017

Webcasting to reach audiences and boost engagement

Written by Investis Digital

Live communication is exploding in popularity as a way to reach employees, customers and investors. Enterprises can use corporate webcasting to get beyond boring company memos and lackluster conference calls. Webcasting can let your business reach anyone, anywhere without a big budget, making it a cost-effective method of communicating your message.


Live webcasting means broadcasting in real time, while on-demand webcasting means that the broadcast was previously recorded. Often, a company will record a live webcast so it can be accessed on demand at a later time, which allows for greater proliferation of your message. Companies whose employees work different shifts or are located around the globe may find on-demand webcasting more advantangeous. Previously recorded webcasts can also be used for future purposes, like as an onboarding tool for new employees. However, offering live-only webcasts may boost initial attendance, generate excitement and help cultivate brand authenticity.


Because it boosts engagement, webcasting can be particularly helpful when communicating with external stakeholders and contributors. For example, your enterprise could share financial results with analysts and investors via corporate webcasts. This facilitates live questions and answers, further increasing engagement.


Webcasting can also work for internal messaging. You can use it to demonstrate a company's culture, celebrate its successes or examine an area of shortfall. A corporate communicator may use a webcast to highlight a department with excellent performance or shine a spotlight on a successful example of interdepartmental collaboration.


Try using webcasting for event coverage, as it allows those who can't attend in person to feel like they have a front row seat. Many enterprises use webcasts to augment product launches. With a webcast, a speaker's passion for a product is more likely to shine through, which can encourage consumers to buy.


Webcasting isn't for every situation and live video in particular can be an unforgiving medium. However, webcasting is a powerful tool that (with a little forethought) can take your communications efforts to the next level. Make sure you do a test run as it can help spot any technical difficulties, such as buggy equipment or a space with too much background noise. This will help ensure your webcast goes smoothly and you can send out invitations with confidence.


Done right, corporate webcasting can be a fresh and engaging way to reach your audiences. Remember to have a plan and focus on the viewer to have a successful webcast.

Michelle Garrett is an award-winning writer, content creator and public relations consultant with more than 20 years of agency, corporate, startup and Silicon Valley experience. Her articles have been featured in Entrepreneur, and she's a regular contributor to leading PR blogs Ragan's PR Daily and Muck Rack. Garrett was named a Top 100 PR Influencer by Onalytica and was recently named to the board of the newly formed National Organization of Women in PR USA. Her blog was recently named a Top Small Business Marketing Blog. 

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