For me, the driver for taking up running was to do something for a cause close to my heart. But rather than run just to raise money (important as that is!), with my PR hat on I realised that it’s actually a great opportunity to raise awareness of the charity too.

Working in PR gives you a sense of what’s interesting to others. Working in PR and social can really help to fine tune your sense of how to get people talking about and involved in achieving a common aim.

That’s the basis upon which I started PeopleRun and, now that the project’s complete , the other points you highlight have yet to stir up the same level of enthusiasm for running that drove me before.

Interestingly, we discussed this early this week when I was lecturing a mix of international post-graduate business, PR, communications and marketing students. We were discussing the growing importance of online video, but not one of them was taken with the idea. The main arguments being you could do anything worthwhile in six seconds and therefore wouldn’t waste time looking to see.

I’m a big believer in ‘re-purposing’ content. The clever part is creating an idea so once you’ve done that it should be done in as many different formats as possible – tweet, blog, video, audio, infographic etc. Each has advantages and disadvantages, but most importantly it makes the information available in a format that the stakeholder wants, rather than what you’ve chosen to give them.

You hint at my main issue when you say that the six second video might be used to convince someone to watch a three minute video. Problem is what’s going to convince me to waste six seconds in the first place when I could read 20+ tweets in the same time?