Public Relations is built on the foundation of two-way communication. It’s tasked with raising awareness of employers or client’s work and perspectives and learning from and responding to the conversation. Video gives PR pros a visual, engaging and entertaining tool. The availability and ease of use of online video have turned it into a universal medium. “Video sharing sites like YouTube are an excellent way to break the ice because nothing online is as personal and human as a video,” wrote Jamie Carracher on Mashable. With such a huge opportunity, how can PR pros tap into the power of sites like YouTube and use video on the go?
Events – Video enables PR pros to share a conference or event they are attending with everyone which in turn increases the exposure of the event and of the brand, product, organization or personality. Events can include conferences, trade shows, a company party or a staged event such as a flash mob.
Social media releases – Make pitches and press releases more interesting and engaging using video. PR Daily says “referencing a hot new viral video, the latest video in a Web series, a video announcement from a key corporate player or simply a fun, informative video about a product can make a huge difference in how a pitch is received.” It gives everyone (journalists, bloggers, the media and your company) more content to share with visitors. Combining the two also further amplifies your results beyond what a press release and video offer alone. To maximize video ROI, consider how you can deploy it on multiple platforms before the camera rolls
Customer testimonials – If you’re at an event, why not get one of your customers to provide a testimonial? Don’t encourage them to exaggerate or lie for you benefit, but help them understand the value they have within your company, and they will feel empowered to help.
Promote experts – Have your client share their thoughts on camera about breaking or top news in their field of expertise. It is a great way for television producers to see how your client presents themselves on camera, and you can provide the video to journalists or bloggers looking for experts. Or use the video for a blog post instead. Video is a great tool that can educate and entertain your audience.
Tell a story – Video can enhance the storytelling process and offer something that is not told or seen in the print version of the story (or press release).