Seen the choreographed sheep trialling that is doing the rounds on YouTube? ITV has – just a fortnight after punters flocked to it on YouTube. The evening news running what is effectively a two-week-old story is a little strange.

The problem with terrestrial TV networks running stories about YouTube hits is that while it recognises the huge popularity of social media sites, it also underscores the reach, scope and immediacy of these mediums compared to television.

The question is how PRs should approach the phenomenon (well it’s not really a phenomenon, but I’m trying to make a point here and words are weapons..) of YouTube cult clips getting into the mainstream media because they attract a lot of hits. Sure, PRs have developed smart (typically funny) video content that finds its way onto the telly through this route, and some brands have used it as a reposte.

Should the TV exposure really just be cream on top given the YouTube audience reach, or is TV the ultimate aim?

It probably depends on the case, but a win-win for PR. Rather than two publishers not wanting to run the same story for competitive reasons, they both run the content because one can’t afford to ignore the other.

No need for the PR trade to feel sheepish about exploiting this either.Baa-Studs Present…