Thursday, May 28, 2020
Outed
The publicity video is a long-time tool of public relations. That is why this story is laughable. Hundreds of segments a year are sent out by PR departments and agencies. Each has a goal of being picked up and run in full or in part by local and national TV news organizations. So, to pick on Amazon for a publicity video and to trumpet that the company has been outed is looney. If anything, the publicity team that created the segment was too promotional. It might have been better had they done a piece on the measures companies have been taking to guard against the virus, a part of which focused on Amazon. That would have greater news credibility. The video has come out at a time when Amazon is facing criticism from employees for unsafe workplace conditions. The audiovisual press release is professional in appearance and production values, so it is interesting that only a few stations picked it up.
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