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How viral video can spark media attention
Journal of Education Advancement & Marketing,
4
(3),
296-302
(2019)
Abstract
Few media tools are as powerful as video. This paper explores how videos can go viral, promoting brand visibility and strategic marketing objectives in higher education. Compelling video is a proven means to attract any audience’s attention. This paper explores the keys to successful videos and strategies for mobilising higher education storytellers. Further, it offers tips for higher education marketing and communications practitioners who are charged with maximising limited resources to achieve results.
Keywords: viral video; media relations; research outreach; video storytelling; empowering storytellers
The full article is available to subscribers to the journal.
Author's Biography
Wes Sumner is Vice President of Marketing and Communications at Florida Institute of Technology. He has served more than 20 years in higher education, leading award-winning communications and marketing efforts across the University System of Georgia before joining Florida Tech in 2009. An invited presenter at regional and national marketing conferences, he focuses on practical strategies for higher education marketing teams. Wes previously worked as a print and broadcast journalist. He earned a bachelor’s degree double-majoring in journalism and political science from the University of Central Florida, a master’s degree in educational leadership from Valdosta State University and a doctorate in business administration from Florida Institute of Technology’s Bisk College of Business.
