“We now live in a vibrant, colorful multimedia world. Print, radio, TV, and online media have evolved into an integrated environment that offers sensory-rich PR opportunities such as those expressed in video.”
Reno Lovison, video producer and owner of Reno Lovison Marketing, explains that whether you “spontaneously capture video from your smart phone or digital camera, shoot it on a computer webcam, or use the services of a professional videographer, your video offers the potential to tell your PR story in ways you might never have imagined…and that journalists and consumers will appreciate.”
Begin by thinking about video opportunities. “It can be professional or do-it-yourself, but something is better than nothing,” Reno says, “because there are ways to maximize your video’s potential regardless of the quality.”
Consider your video possibilities:
- Look for people and things that are moving. After all, they are motion pictures.
- Demonstrate or announce new products or services.
- Talk eye-to-eye with viewers in a short, purposeful and engaging messages that can be dynamic and help to make a personal connection.
- In case of emergency: an urgent message from an expert or organizational leader increases credibility and can get a message released quickly.
- Videos attract business by featuring your product or service, sometimes in offbeat ways.
- Testimonials offer first person user credibility. Remember to get written permission.
- Thank donors after a fundraiser, and showcase the organization’s services.
- Introduce your staff or offer a tour of your office or trade show exhibit.
- Consider a video blog or v-log to announce tips and timely messages.
How long should your video be?
“Your video can run as long as it takes to succinctly deliver your story or information in a manner your viewers can quickly consume. Thus, depending on your goals and multiple uses of video, it could run from one to three or even ten minutes – if it is a complex message or story.” Always consider whether your objective should be accomplished as one video or multiple smaller videos.
“Open with the important information first…hooking viewers in the first 10 – 30 seconds maximum,” Reno says. “If you don’t immediately hook them, they may be gone before you get to the good stuff.”
If you are contacting the media, remember that they appreciate links (up front in your email letter or news release) to relevant, focused videos that tell your story. Even if it’s a radio station and the audience cannot see the video when listening, they can be directed to the station’s website to see it…and they do.
Reno offers an example of a recent PR approach. “A fine artist we worked with was featured in a two-week museum exhibit, so we shot a video to preserve the experience. On camera the artist explained a bit about the process and inspiration for each of her works. We submitted the 30 minute version to the local cable TV station that scheduled to air it four times in the upcoming month. It was also uploaded to YouTube to be indexed by Google and available in perpetuity. Then we edited the video into a number of smaller videos, which she includes on her website and also uses as part of PR activities and community outreach.” You will see more at: http://renoweb.net/blog/art-exhibit-koehnline-museum-sandra-holubow-artist/
Another client, looking for public speaking opportunities, had a few hastily produced iPhone video examples of his presentations. We took excerpts of some of the least shaky parts and added some photos and graphics to craft a very nice video to promote him to clubs and organizations for speaking engagements.” http://renoweb.net/blog/professional-speaker-bio-video/
A condominium management company that Reno works with holds quarterly, two-hour education programs for condo board members. “We video the presentation and then break it into smaller segments. Each segment deals with a subtopic such as ‘pets in the hallways’ or ‘escrow accounts for capital improvements’. We then upload these multiple videos to YouTube in order to provide the company with a larger presence. Search ‘condo management Chicago” on YouTube, and you will discover the company and see that it has the largest number of videos under that search criteria.” The videos are also embedded on the company’s website as an ongoing educational service. http://www.youtube.com/results?search_query=condo%20management%20chicago&sm=3
Reno notes that QR codes are being used in magazines and other print media so that consumers who scan them may experience a video. If you do not have a scanner app on your smart phone, consider downloading one of the popular apps such as Redlaser, QRreader or ATTscanner. You will begin to see scanning opportunities all around you.
Speaking of apps, you can download Reno’s “Authors Broadcast” app for free at iTunes or Google Play to learn more and to see book video trailers he also produces. “This app is a great example of how you can create and distribute a collection of videos directed to a specific market or audience that you hope to engage on a regular basis.” he says.
Video, as Reno says, has finally found a home on the web where high speed internet access provides an opportunity for individuals to experience quality video via desk tops or mobile devices, making your message available whenever and wherever it is needed or will be most effective. Consider how it can enhance your next PR campaign.
For even more information on videos, apps and PR opportunities you might not be aware of, visit Reno Lovison Marketing — Chicago at http://RenoWeb.net.