Seven years after the formation of YouTube, online video has become a critical part of how people get information. It’s right up there – and arguably, ahead of traditional forms of media, including print and television. Even for the mundane (how to make an omelet), we search out an online video.
We do the same for the big things. When the news flashed across millions of devices that Moammar Gadhafi had been killed, people searched out the horrifying footage of the dictator’s last moments that somebody had recorded on a cell phone and posted on the Internet. Yet it would be an exaggeration to say that video has transformed the public relations function; most PR firms and PR departments are still early in their use of online video. But it won’t stay that way for long. As more PR campaigns start using video successfully, others will feel pressure to do the same.
The age of video-enhanced PR has arrived.
Things To Remember
- Videos can be created to meet the needs of any budget.
- Remember the basics. The use of video doesn’t remove the need for traditional PR legwork. In fact, traditional PR tactics such as press release distribution can help amplify visibility for your video content, while also providing an outlet to “set the scene” for your story.
- Give thought to how social media – specifically, Facebook and Twitter – can advance a campaign that includes video. The unpredictable connections those services create can lead to valuable publicity and earned media opportunities.
- Trust the experts. PR departments and PR firms should form partnerships with external video production providers.
- Don’t treat video as an afterthought. If you do, its impact on your campaigns will be neutralized.
Whenever considering an entrance to the age of video, make sure to consult with us at Cox Group, as we are a full-service marketing, advertising, and graphic design agency with a depth of knowledge and expertise. Whether it’s a new ad campaign, creating new marketing materials or updating your website to Web 2.0, we have the creative talent and experience to make sure it best fits your needs.
Source: www.prnewswire.com; PR Newswire Association LLC.