Video has become a must have weapon of the PR armoury. From showreels to event filming; mood reels to video news releases, there are now plenty of ways that a video production can help you and your clients stand out from the crowd.
Here are 10 ways that you can use a video production in PR:
1. Bolstering an online press release
Assuming a press release is genuinely newsworthy; adding video to the package increases its impact and widens opportunities for exposure. Here’s how:
* Video that’s clearly aligned to the story of the press release can reinforce core messages in an engaging way.
* Video is easy to share – blogs, micro-blogs, forums and viral emails spread information and create a buzz about a story.
* Video attracts attention from search engines, especially when supported by a keyword-rich title and a paragraph about its content.
2. Creating a VNR – video news release
A Video News Release is a press release in a video format. Usually running 90-seconds, it’s distributed to television stations for airing in news programs. Quality content, striking footage, strong interviews and powerful sound bites are a must. A VNR is worthwhile if you have a launch, event or new research findings to publicize. The key is that the story must be newsworthy enough for inclusion in television news bulletins.
Program editors sniff out shameless publicity stunts a mile off, so there must be a very strong ‘hook’ that passes the “So What?” test.
3. A promotional tool on your website or blog
Alert clients & new business prospects to new video content on your website or blog. There are myriad ways in which you can use it as a tool to showcase your credentials as an effective, creative PR business; or to create a personality for your brand that reassures prospective clients that you’re a good bunch:
* Upload a show reel of recent, impressive campaigns.
* Conduct short interviews to introduce key personnel.
* Create a video tour of your company office.
* Post video testimonials from existing clients.
* Create “how to…” videos that demonstrate your expertise.
4. Creating jaw-dropping moments at events
Want a powerful opener to a conference?
A dramatic montage for awards ceremonies? An eye-popping attraction at a road show or launch? Professional video production brings an extra dimension to events; creating instant kudos for a brand, product or service; presenting information & emotion in a glorious cinematic package. The video can be transformed into other life forms once the event is over – for example, a DVD show reel or web cast.
5. Go guerrilla with marketing video
YouTube is chock full of guerrilla marketing ads, the best of which attract attention from newspapers and TV news, as well as enhancing the page ranking of featured brands’ websites. Making a video and uploading it to a site like YouTube is relatively cheap, but the exposure for a client’s product or message can be amazing.
6. A pitch tool to wow potential clients
With new technologies launching every day, PowerPoint doesn’t look that ‘powerful’ anymore. Agencies that want to reinforce their forward-thinking approach need to invest in smarter ways to present to clients. A video can create the ‘wow factor’ needed for PR agencies to grow their business. A package might include market research such as Vox Pops, talking-head interviews, montages of news coverage, ‘mood reels’ capturing the essence of a product and client testimonials. And, instead of static tables to present data, motion graphics bring facts & figures to life.
7. Evaluating campaigns
A video presentation that demonstrates business benefits achieved for a client by a campaign could be the key to building an ongoing relationship. Presenting the brief given, the strategy developed, the tactics used and, most importantly, the results achieved, an exciting video presentation leaves clients wanting more. A journalist endorsement captured on film, or a street Vox Pop demonstrating a shift in public opinion, delivers rock solid proof that PR is working.
8. Show reels
The plasma screen in the office reception can be an advert for a PR agency. Instead of playing daytime TV, blast out a show reel highlighting the agency’s best work.
9. Team building & client bonding
Create a video record of an office away day, or a hospitality event for clients. Play the film at the end of the day, or send it on a DVD to attendees after the event. The entertainment value will be a great boost to the bonding experience and sense of camaraderie between colleagues and/or clients.
10. A lasting record of a launch
Capture the vibe at a celeb-studded launch. Video can offer a lasting who’s who of attendees and a testament to the atmosphere of the occasion. The PR or events team responsible for staging the event can use it as a promotional tool to secure further similar projects. And clients can also utilize the film – perhaps to big up their brand to retailers or attract sponsors for future events.