Video content for public relations

Creating Effective, Compelling Video Content For Public Relations

As an online marketer or PR expert, it’s time to begin using new strategies to keep your audience engaged, enthusiastic, and ready to share your latest content offering.

No one will deny that white papers, press releases, and case studies are excellent online content options. But they aren’t the only fish in the pond.

There’s never been a better time to jump all over video content creation. It’s the hottest media format online right now.

According to Forbes, after surveying a group of senior executives, they determined that 75% of them watch work-related videos on a weekly basis. And slightly more than half watch work-related videos at least once a week on YouTube.

Video marketing campaigns can be challenging to pull off, but experienced PR firms can make it happen with the right guidance.

We will now share practical tips to help you create a powerfully effective online video approach.

Let your video tell a story

Storytelling at a Higher Level

With a traditional press release, there’s only so much you can say.

You can use it to share action-oriented motivational anecdotes and statistics with your audience. But it isn’t necessarily enough to get your target audience to take the appropriate action.

As an example, let’s say your client runs an organization that has started a crowdsourcing campaign for raising funds to feed and shelter stray dogs. Even if your client made a clear and impassioned plea for help,  what would set the message apart from the dozens of other appeals for money that the average person receives each week?

In contrast, how moved will your target audience be if they watched a video of your client feeding, sheltering, caring for, and playing with skinny, hungry-looking stray dogs?

This video would really tug at your target audience’s heartstrings and make the psychological connection between the heart and the wallet. It will convince many caring people to make donations to the charity without much thought.

Sharing true life video like this is how you take storytelling to a higher level. It makes it possible to recognize the value provided by the nonprofit, and to help support their mission, people will gladly provide funding so they can continue advancing their righteous cause.

This type of sad, true-to-life video might even have the target audience weeping and bursting into tears after they see the state that these beautiful dogs are in.

What’s more important, this video will inspire many to take action to support their cause.

Video testimonials offer social proof

The Powerful Effects of Video Testimonials

Sharing testimonials with your audience is an excellent way to generate additional business. Corporations have used this approach for years. Think  “nine out of 10 doctors recommend,” the premise of many commercials.

When former and current customers take time to speak highly about their experiences with an organization, this is priceless information that you should immediately share with the world.

Posting a copy of emailed testimonials from clients on your website and on your social and media network is certainly a great idea, and it will bring new business into the fold because it provides “social proof” as to the value of your product.

Do you know what’s even better?

Video testimonial is way more powerful and it will create even greater conversions when potential customers see real people talking fondly about their experiences with a company.

Recording client video testimonials will certainly take time, effort, and energy from PR firms. But the long-term positive effects that it will have on the business will far outweigh any inconvenience one might experience during the video testimonial creation process.

Short videos engage viewers

Make Your Video Short and to the Point

People have taken to video because it’s easy to consume lots of information quickly without putting forth any serious effort.

PR experts agree that it’s a waste of time to create hours upon hours of video content that nobody will ever watch. Your viewers expect business oriented videos to be short and sweet and get directly to the point.

On the video site YouTube, the average length of the most popular videos was 4 minutes and 20 seconds, while the shortest was 42 seconds, and the longest was 9 minutes and 15 seconds.

So give the viewers what they want. Share video information in short bursts, kind of like soundbites.

Video services agree that short videos receive many more views than their longer counterparts.Statistics noted on The Next Web reports that two minutes is the maximum recommended length of a video that viewers will click on, watch in its entirety and engage with.

Conclusion

PR teams should recognize the value of sharing video content during their public relations efforts. Please use these strategies to create action-oriented videos that every audience is happy to watch.

Reaching yhour customers through great public relations

Reaching Your Customers Through Great Public Relations

The reputation of your company is your most important asset. How the public perceives you and your brand will make or break you. You must have a positive presence and maintain goodwill between your company and your public. That reputation, positive presence, and sense of goodwill is the creation of your public relations team.

PR is defined as whatever strategic communication process your company uses that creates and maintains your image in the eyes of your customers, clients, staff, and the general public. This perception is far-reaching and affects your relationships with your investors and colleagues. Even if your company has a good reputation, that does you little good if no one knows about it.

A bad reputation can be a PR nightmare for you. Even if you have the best product since sliced bread, buyers will go elsewhere if they perceive you as less than sincere, unconcerned, or with poor service. An investor will think twice about funding you if your company has a bad reputation.

Make sure your PR is culturally sensitive

A Cultural Problem Too

Good public relations is critical, but the problem becomes more complex as there is more than one “public” – especially if you want to sell your product to different cultural groups within the US or globally.This is one area where most small businesses fall short. But, even big businesses have made huge mistakes by not considering all of their “publics.” An example would be Gerber baby food, made by Nestles.

When Gerber started selling their baby food in certain African markets, they sent the same food, with the same labels as they use in the United States and other countries. It was good with the investors, it was good with corporate, it was good with everyone that had a hand in making, selling, and shipping the product.

However, the sales numbers were very disappointing. Gerber failed to consider the parents who would be buying the food. Rates of illiteracy in some parts of Africa are high. Unable to read the words on the jars, some  consumers apparently mistook the picture of the cute baby on the front as  indicative  of what was inside (ground-up babies.) If the company had done appropriate research, they would have known what pictures of the ingredients on the front. In any case, the baby food did not sell.

There is debate as to whether this story, widely reported in credible sources, is the truth or an urban legend, but the case points out the importance of knowing your audience and knowing how to keep your reputation intact with them  Public relation teams must use research to effectively (and sensitively) reach the target audience.

Getting out the public relations message

Working With Your PR Team

Public relations professionals need all of the information about the goals of your marketing campaign and who your company wants to reach.  Your PR people can only do their jobs once they have the information. They are professionals at reaching target audiences. They do their homework and know what avenues to pursue. In most companies, PR departments are not usually responsible for doing market research, but they should receive the results of studies, surveys, focus groups and other research techniques and take the results to heart in planning their approaches.  

Keep in mind, public relations is most effective when it is working with your marketing team. PR must effectively communicate your brand, its value, and what it offers in a bold, effective, but culturally sensitive way. Communication throughout the departments is important so that everyone paddles the boat in the same direction to build your brand and good customer relations.

Public Relations Coverage

PR pros skillfully place your company out there for maximum exposure and maximum impact. They may use newspapers, magazines, television, radio, social media, and a host of other tools, both paid and unpaid. Work with your PR team to get your reputation and presence out there. You hire them for their expertise, let them use it. But, don’t hesitate to ask them what they are planning and what results they expect from their actions.

It is your company. Hire a good public relations company to create your reputation in the public eye. Put a good team in place to carry the message throughout the other brand-building departments in the company. This is a recipe for success.

Bonus Tip: Social Media

As the power of social media platforms continue taking over, several resources discuss combining the power of PR with reach, using tactics like Instagram marketing. Here is a resource on how to get more followers on Instagram to get you started.

Recent Posts
  • Successful online business
  • Maintain your brand reputation
  • Grow your business
  • Business growth
  • Content marketing
  • Tips for business success
  • 1972615-min
  • office-pen-calculator-computation-163032
  • 38979152 - social media concept.