Maybe it’s the intimacy of the situation. I’ve said it before, online technology provides the intimacy organizations/groups/etc. seek in creating relationships with strategic publics. What better intimacy than sharing the personal confines of the organizational “throne”…as the Rock Group, Barenaked Ladies, have demonstrated quite well in a new PR campaign on YouTube:
Here, Ed Roberts of the Barenaked Ladies fame, records and distributes through YouTube, low-budget, seemingly webcam quality, songs produced in the bathroom.
The value of intimacy, sacrificing perfectly honed, crafted, and designed productions in favor of imperfect and seemingly unrehearsed productions in order to relate to publics, is so underappreciated in PR discussions. The producers of The Blair Witch project discovered this value over a decade ago, when they produced a low-budget film that attained cult classic status because of the raw artform it used.
Videos like the one above by BNL represent PR as art, rather than science, and a real understanding of an organization’s public (in this case, the fans, who crave an insider, up-close-and-personal access to the band). This raw viral video form also depicts an organization as human, an organization that makes mistakes…and thus, an organization that is more real (which might entail posting bloopers, which BNL also does on YouTube).