Using MoJo over traditional reporting for brand communications… will it pay?

MoJo is the new buzzword in the world of media communications. Journalism has evolved and today comes in its latest avatar of mobile journalism or what we refer to as MoJo. It’s a new way of storytelling that enables and equips reporters to send out stories in a completely independent and autonomous fashion.

Interestingly, today MoJo allows you to gather, shoot, edit, live broadcast or just share news as it is happening from where it is happening instantaneously. With tablets, laptops, digital cameras, and high-end mobile phones with always-on connectivity available today, mobile journalism are already becoming a mainstream affair. Gone are the days when reporters were required to be assisted with bulky cameras along with their videographers for covering stories, which were later taken back to centralised studios for filing stories.

For journalists, MoJo is one of the easiest ways to catch up with the happening stories and express themselves. A little bit of training of just a couple of days to record, capture, edit, and present stories can go a long way in creating relevant content by the media persons for their audience. Without waiting for an entire crew and their equipment, one can go live in a few minutes of setup and start reporting from anywhere. Journalists can cover the stories from closer spaces and go pretty unnoticed as press reporters among the crowd or the audience present at any event or activity that could be worth reporting.

Many national and international TV channels today have been encouraging and promoting the use of MoJo among their reporters. And pretty more interestingly, many reputed media schools today have curriculums offering specialised training in MoJo. A smartphone, tripod, microphones, power banks, few cables/connectors tucked into a backpack is all that can turn you into a mobile journalist. Of course, a bit of practice with passion can add a golden touch to the reporting exercise.

With the media environment becoming regularly complex and increasing touchpoints as far as the audience is considered, brands can use this concept of MoJo in a myriad of ways. Especially for many brands, this can offset the not-so-easy availability of traditional media channels to reach out to their messages to the audiences. MoJo has the potential to deliver brand communications in a far more creative, impactful, authentic and affordable manner to the audiences that matter.

Brand communicators can now use the concept of MoJo to gather content, distribute content, create audience engagements, create visual stories, communicate ideas, share experiences and present explanations among the immensely widespread audiences. There is a plethora of social media based channels available today, which deliver broadcast-quality news on a variety of subjects. Many of these are niche in nature and many are accommodative of a wider range of topics. Each of them has its distinct followership and viewership, which also has a longer shelf life unlike the traditional media of newspapers, radio or television. One can view, archive, view it again, share, forward and create opportunities for engagement. Low running costs and instant publishing capabilities of MoJo are seen as great opportunities for publishers, who seem to be blooming in numbers.

In any brand communication, whenever there is a large spread demographically or geographically being addressed, there is always a spillover. And, it is possible that the communication may also reach to certain audience that may not be among the core targets of the brand. Segmentation always plays a crucial role in brand communications and the brand communicators have to deal with it. Tools of MoJo can greatly assist in delivering segmented communications and reaching a diverse audience in an impactful manner.

Trends have shown that citizen journalism often spreads much faster than traditional publishing in the age of social media. And, brand communicators have to figure out how to leverage this grand opportunity for ensuring better outreach of messaging to their brands’ audiences!

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Praveen Nagda
Praveen Nagda is the CEO of Peregrine Public Relations, a full-service corporate communications and public relations consultancy firm delivering a pan-India reach to its clients. He also heads White Coffee, an independent events & celebrity engagement company.

Praveen has been closely associated with many national and international events related to cinema for children, art and culture. He has a well-rounded experience that cuts across all key sectors of PR & Corporate Communications.

He started his career with URJA Communications, an advertising agency specialising in technology brands, where he was instrumental in developing the PR division. Post this, he had a stint with Horizons Porter Novelli, a global public relations consultancy. Thereafter, he was heading the IT & Telecom division at Clea PR, a leading Indian public relations and communications company followed by a fairly long stint with Omnicom Group agencies viz. TBWA\India and Brodeur India.

Be the first to comment on "Using MoJo over traditional reporting for brand communications… will it pay?"

Leave a comment

Your email address will not be published.