"Today's video PR campaigns must include both traditional and online components," counsels PR Week. "Leave nothing on the cutting-room floor ... put it on YouTube or another video-sharing site. ... The use of viral video and other new-media initiatives is essential in connecting with teens," but "equally important is engaging parents, educators, and other adult influencers via traditional broadcast vehicles," such as video news releases [3] (VNRs), B-roll [4] video and satellite media tours [5]. For example, Boston Market hired Fleishman-Hillard [6] and On the Scene Productions [7] to promote its "Time for Your School" program. The PR campaign included a partnership with Students Against Destructive Decisions, a page on the MySpace social networking site, and "traditional broadcast components" such as TV satellite and radio media tours [8]. To promote its PlayStation 3, Sony had the PR firm Medialink Worldwide [9] issue VNRs, B-roll, "multimedia offerings distributed via its digital newsroom," and viral videos posted to social networking sites.