The 5 Basic Steps to Using Video for PR
Writing a press release and pitching your message to journalists remain key elements of a PR strategy, but creating video content dramatically changes the way your target audience talks about your brand.
Ninety percent of information transferred to the brain is visual, and the brain processes this information 60,000 times faster than text. With video content, an organization initiates brand recall more quickly and efficiently.
Additionally, online video appeals to the head and the heart, and millennials have grown up conditioned to expect these videos as a means of acquiring information.
Add that all up, and you see that video is an important part of any content marketing strategy.
PR News Group Editor Matthew Schwartz and Cision SVP of Digital Content Heidi Sullivan co-hosted the “Film School: How to Use Video for PR” webinar that focused on how to create, produce, and distribute an appealing, relatable video to enhance your PR strategy.
Here are a few takeaways on how to develop your content video strategy:
1. Determine the purpose of your video
Matthew reiterates the importance of video in PR: “If your brand or organization hasn’t embarked on video strategy, you’re leaving money on the table.”
Before diving head first into a new PR strategy, though, one must first ask what kind of impact it will have on the brand or organization.
Matthew stresses asking these questions before a brand embarks on video production: “How does it fit into my overall marketing strategy? How will it work across social media channels? What are the objectives? Is it brand building, lead generation, or a specific employee program?”
2. Create a blueprint to production
Creating a storyboard template enhances the production process and prevents surprises from overwhelming your team down the line. Think about who you’d like to participate in the video and how they are relatable to your audience.
“Does the content you’re providing have a shelf life? Is this story relatable to our audience?” asks Matthew.
These are the two most important questions you want to ask when considering video content for your PR strategy.
3. Think before you shoot
Shooting details depend on the goals you outlined in your storyboard.
“Lighting should be treated as its own element,” says Matthew. “You need to make sure the wardrobe of the people appearing in the video doesn’t clash with the setting.”
Whether filming indoors or outdoors, be sure to gauge how the light may change or interfere with the shot.
“Stay away from whites,” Matthew says. “Blues and blacks work well for video.”
4. Stick to the plan
Keep on schedule and plan to do several takes at different angles and time lengths. This will all matter in post-production. Plus, allotting time for extra shots is essential to building a b-roll library.
“Live stream video production is cost effective for marketing online to get to audiences, and should be the norm for events and activities you want to share with your customers,” adds Matthew.
5. Distribute to the right audience
Heidi discusses the current news mentality and its influence on PR strategies: “If news is that important, it will find me.”
So how do you get your video to people you don’t even know yet?
Heidi suggests starting with identifying a niche for your video. Then, locate the target influencers and their community.
“Influencers talk to each other, so once you find one, see who they are talking to, and who they reference. Then, share it with them as well.”
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