Has anyone else noticed this? Because it seems glaringly obvious to me that people no longer read. Not us PR types. We still read. It’s the people we are trying to reach that have given it up.

I am assuming this is why when someone is given written instructions, the task is inevitably done wrong. Or why when you email or text a question to someone, the response is not an answer. At least not an answer to the question you asked.

The alternative is that people are mostly stupid and I don’t think this is true. Reading, especially reading for comprehension, is just too time consuming.

That leaves us with a conundrum. How can we tell the stories we need to communicate in a way that appeals to our target audiences? The answer is video.

Ten years ago corporate video was widespread and elaborate. Web-based communications made video unfeasible until recently because of bandwidth restrictions. Now, it’s back and it’s more important than ever.

YouTube is now the most broad-reaching broadcast channel out there. It’s bigger than any of the network channels and soon will reach a larger audience than all of those channels combined.

To best serve our clients, we must now embrace the use of video as a communications medium.