In Broadcast - May/June 2011 - 13

MAY/JUNE 2011 | WWW.INBROADCAST.COM

13
means working to their office hours, and sometimes means jumping on a plane. Our largest client in the broadcast industry, for example, is based on the west coast of the United States. They are also the longest standing client in the agency at well over ten years. Which suggests that we are probably doing all the right things for them. Broadcast, technology and electronic media technology has always been a core market sector for Whiteoaks, which means we understand it inside out. We know the dynamics and we know the rhythm: we understand that although shows such as NAB and IBC are a primary focus, you need to be building ongoing momentum throughout the year. We have a number of clients in the industry, which makes it easier for us to work with journalists on everyone’s behalf. We know them all well, and we can chat to them about stories for any of our clients. And because we know the industry and what they want, journalists and editors are very happy talking to us. As well as conventional press relations, we can also help with more modern trends like communication through social media. We do what it takes to get your name out there. And we guarantee the results. If you are not communicating well with your market, maybe you need to start by talking to a good PR agency, like Whiteoaks.

Communicating with your market
Gill Craig, Whiteoaks
“Build a better mousetrap and the world will beat a path to your door”. That is not actually what Ralph Waldo Emerson said – the original was a lot less snappy, and talked about corn and pigs – but it is a familiar enough sentiment. And it is, of course, completely wrong. We live and work in a highly competitive environment. Whatever our endeavour, someone will claim to be doing it better or faster or cheaper. We have to fight for every deal. And so if we make a better mousetrap – or video server, or fibre distribution platform, or graphics platform – then we cannot wait for the world to beat that path to our door. We have to tell the world why what we have on offer is so much better than the other guy’s product. There are plenty of ways of doing this, of course. You can send a salesman out to knock on doors. But unless you are a very well known name, and they believe you have a solution to their business challenges, there is no guarantee that the door will be opened. You could go to an exhibition. Exhibitions are a pretty good idea if they are done properly. But just going to the exhibition is not enough. Consider this. NAB has somewhere around 1,500 exhibitors. The show floor is open for a total of 32 hours. A few strokes of the calculator reveals that a visitor who tried to visit every booth would have a little under 78 seconds on each, provided that visitor spent every available moment at the exhibition with no breaks for meals and no allowance for the walk between stands. Just turning up to an exhibition is not an option. You need to create a buzz around your company and your product, so that when potential purchasers get the call from your salesman they answer, if they know you are going to be at an exhibition they make an appointment to go to your booth. Creating that buzz is one of the things that PR is really good at. If a magazine runs a story in which broadcaster X says your system solved a real challenge and is now saving them money/making better programmes/delivering more content to more platforms, when broadcaster Y has the same requirement they are going to want to call you. Incidentally, when broadcaster X sees their name in the magazine they are going to be happy too. Happy because they are seen to be decisive leaders in the industry, and happy because you chose them to show what a good system it is. I am sure that, so far, I have not said anything you do not already know. So here is another obvious statement. If you want good PR you have to use a good PR agency. Someone that takes the time to care about your business, but also takes the time to care about the industry in which you work. Whiteoaks is one of the top ten technology PR agencies in the UK. We have an international capability not just through a network of affiliates, but because our teams understand that being responsive to clients, wherever they are, sometimes


http://WWW.INBROADCAST.COM http://www.utahscientific.com

In Broadcast - May/June 2011

Table of Contents for the Digital Edition of In Broadcast - May/June 2011

In Broadcast - May/June 2011
NAB Emerging From Behind the Cloud
Contents
Communicating With Your Market
Autoscript’s Rapid Reaction Force
Bringing It and Broadcast Together
Broadcast Batteries Today and Tomorrow
New Developments in Broadcast Subtitling and Captioning
New Developments in Fibre
Multi-Format Encoding
Live Production
Gekko Leds in Film and Broadcast
Marketplace
The Fibre Alternative
In Broadcast - May/June 2011 - NAB Emerging From Behind the Cloud
In Broadcast - May/June 2011 - Cover2
In Broadcast - May/June 2011 - Contents
In Broadcast - May/June 2011 - 4
In Broadcast - May/June 2011 - 5
In Broadcast - May/June 2011 - 6
In Broadcast - May/June 2011 - 7
In Broadcast - May/June 2011 - 8
In Broadcast - May/June 2011 - 9
In Broadcast - May/June 2011 - 10
In Broadcast - May/June 2011 - 11
In Broadcast - May/June 2011 - 12
In Broadcast - May/June 2011 - Communicating With Your Market
In Broadcast - May/June 2011 - Autoscript’s Rapid Reaction Force
In Broadcast - May/June 2011 - 15
In Broadcast - May/June 2011 - Bringing It and Broadcast Together
In Broadcast - May/June 2011 - 17
In Broadcast - May/June 2011 - 18
In Broadcast - May/June 2011 - 19
In Broadcast - May/June 2011 - 20
In Broadcast - May/June 2011 - 21
In Broadcast - May/June 2011 - Broadcast Batteries Today and Tomorrow
In Broadcast - May/June 2011 - 23
In Broadcast - May/June 2011 - 24
In Broadcast - May/June 2011 - 25
In Broadcast - May/June 2011 - 26
In Broadcast - May/June 2011 - 27
In Broadcast - May/June 2011 - 28
In Broadcast - May/June 2011 - 29
In Broadcast - May/June 2011 - New Developments in Broadcast Subtitling and Captioning
In Broadcast - May/June 2011 - 31
In Broadcast - May/June 2011 - 32
In Broadcast - May/June 2011 - 33
In Broadcast - May/June 2011 - New Developments in Fibre
In Broadcast - May/June 2011 - 35
In Broadcast - May/June 2011 - 36
In Broadcast - May/June 2011 - 37
In Broadcast - May/June 2011 - Multi-Format Encoding
In Broadcast - May/June 2011 - 39
In Broadcast - May/June 2011 - Live Production
In Broadcast - May/June 2011 - 41
In Broadcast - May/June 2011 - Gekko Leds in Film and Broadcast
In Broadcast - May/June 2011 - 43
In Broadcast - May/June 2011 - Marketplace
In Broadcast - May/June 2011 - 45
In Broadcast - May/June 2011 - The Fibre Alternative
In Broadcast - May/June 2011 - 47
In Broadcast - May/June 2011 - 48
In Broadcast - May/June 2011 - Cover3
In Broadcast - May/June 2011 - Cover4
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202403
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202402
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202401
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202312
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202311
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202310
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202309
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202308
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202307
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202306
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202305
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202304
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202303
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202302
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202301
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202212
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202211
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202210
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202209
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202208
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202207
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202206
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202205
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202204
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202203
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202202
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202201
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202112
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202111
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202110
https://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202109
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202108
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202107
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202106
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202105
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_PTZ
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202104
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202103
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202102
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202101
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202012
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202011
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202010
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202009
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202008
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202007
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202006
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202005
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202004
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202003
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202002
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_202001
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_INREVIEW2019
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201912
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201911
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NewYork2019
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201910
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201909
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_inshowguide2019
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201908
http://europe.nxtbook.com/nxteu/lesommet/CTA-DAY3
http://europe.nxtbook.com/nxteu/lesommet/CTA-DAY2
http://europe.nxtbook.com/nxteu/lesommet/CTA-DAY1
http://europe.nxtbook.com/nxteu/lesommet/CTA-VISITOR
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201906
http://europe.nxtbook.com/nxteu/lesommet/CTA-PREVIEW
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201905
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201904
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2019
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201903
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2019
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201902
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201901
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_INREVIEW2018
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201812
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201811
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NewYork2018
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201810
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_inshowguide2018
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201809
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201808
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201806
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201805
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201804
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2018
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201803
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201802
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2018
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201801
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201712
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201711
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201710
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOWNYexpo2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201709
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_inshowguide2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201708
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201707
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201705
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201704
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201703
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201702
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201701
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_INREVIEW2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201612
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201611
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOWNYexpo
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20110708_DEMO
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201610
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_inshowguide2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201609
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201608
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201607
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201606
http://europe.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC03
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201605
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201604
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201603
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2016
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201602
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201601
https://www.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC02
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201512
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201511
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_CCW15expo
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201510
https://www.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC01
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201509
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_IBC2015
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201508
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201507
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201506
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_BROADCASTASIA2015
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201505
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201504
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2015
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201503
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2015
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201502
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201501
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201412
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201411
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201410
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201409
http://europe.nxtbook.com/nxteu/lesommet/inbroadcastIBCPRINTEDGUIDE_201409
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201408
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201407
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201406
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201405
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201404
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201403
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201402
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201401
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201312
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201311
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201310
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201309
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201308
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201307
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201306
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201305
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201304
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201303
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201302
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201301
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201211
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201210
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201209
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201208
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201207
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201206
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201205
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201204
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201203
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201202
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20121201
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20111011
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20110708
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20110506
https://www.nxtbookmedia.com