Video has become an essential weapon in the public relations arsenal. From showreels to filming events; mood swings to video press releases, there are now many ways a video production can help you and your clients stand out from the crowd.
Here are 10 ways you can use a video production in PR:
1. Strengthening an online press release
Assuming a press release is really newsworthy; Adding video to the package increases its impact and expands exposure opportunities. That’s how:
* Videos that are clearly aligned with the story of the press release can reinforce the core messages in an engaging way.
* The video is easy to share: blogs, microblogs, forums and viral emails spread information and generate buzz about a story.
* Video attracts the attention of search engines, especially when it is supported by a keyword-rich title and a paragraph about its content.
2. Create a VNR – Video Press Release
A video press release is a press release in video format. It is typically 90 seconds long and is distributed to television stations for broadcast on news programs. Quality content, punchy footage, solid interviews, and powerful sound bites are a must. A VNR is worth it if you have a launch, event, or new research findings to publicize. The key is that the story must be valuable enough to be featured in television news bulletins.
The show’s editors sniff out cheeky publicity stunts from a mile away, so there must be a very strong “hook” to get past the “So what?” proof.
3. A promotional tool on your website or blog.
Alert customers and new business prospects about new video content on your website or blog. There are countless ways you can use it as a tool to show your credentials as a creative and effective PR company; or to create a personality for your brand that assures potential customers that they are a good group:
* Upload a sample roll of recent and impressive campaigns.
* Conduct short interviews to present the personal key.
* Create a video tour of your company office.
* Post video testimonials from existing clients.
* Create “how to” videos that demonstrate your expertise.
4. Creating amazing moments at events
Want a powerful conference opener?
A dramatic montage for awards ceremonies? A mind-blowing attraction at a road show or launch? Professional video production brings an extra dimension to events; create instant congratulations for a brand, product or service; presenting information and emotion in a glorious cinematic package. Video can be transformed into other forms of life after the event is over, for example a reel of a DVD show or a webcast.
5. Go guerilla with marketing videos
YouTube is chock-full of guerrilla marketing ads, the best of which attract the attention of newspapers and television news, as well as improving the page rankings of prominent brands’ websites. Making a video and uploading it to a site like YouTube is relatively cheap, but the exposure of a customer’s product or message can be staggering.
6. A presentation tool to surprise potential clients
With the release of new technologies every day, PowerPoint doesn’t seem so “powerful” anymore. Agencies that want to strengthen their forward-thinking approach should invest in smarter ways to present to clients. A video can create the ‘wow factor’ necessary for PR agencies to grow their business. One package can include market research such as Vox Pops, talking head interviews, news coverage montages, ‘mood swings’ that capture the essence of a product, and customer testimonials. And instead of static tables to present data, motion charts bring facts and figures to life.
7. Campaign evaluation
A video presentation demonstrating the business benefits achieved for a client through a campaign could be the key to building an ongoing relationship. By presenting the given summary, the strategy developed, the tactics used, and most importantly the results achieved, an exciting video presentation leaves clients wanting more. The endorsement of a journalist captured on film, or a street Vox Pop demonstrating a shift in public opinion, offers solid proof that public relations is working.
8. Show reels
The plasma screen in the office reception may be an advertisement for a public relations agency. Instead of playing television during the day, play a reel of program that highlights the agency’s best work.
9. Team building and customer bonding
Create a video record of a day out of the office or hospitality event for clients. Play the movie at the end of the day or send it on a DVD to attendees after the event. The value of entertainment will be a great boost to the bonding experience and the sense of camaraderie between colleagues and / or clients.
10. A long history of a release
Capture the vibe in a celebrity-studded release. The video can offer an enduring who’s who of attendees and a testament to the atmosphere of the occasion. The event or public relations team responsible for organizing the event may use it as a promotional tool to secure other similar projects. And customers can use the film too, perhaps to showcase their brand to retailers or attract sponsors for future events.