As a former broadcast journalist, I never put much thought into the function of video outside a news room. I worked with video every day, but I took the marketing and public relations potential for granted. In fact, while the viewership of TV and conventional broadcast dwindles, video is booming in the marketing and public relations arena. Firms are starting to use video as a powerful tool to generate buzz around their clients and their stories. Below are just some of the many uses for video within the PR workplace.
1. Client project videos. Oftentimes, clients may want a video for a special company event or as a tool to reach out to potential investors and customers, offering a personal look at their company’s philosophy. There’s no limit or rule to this type of video, as long as you sit down with the client and develop a clear vision for the final product. It’s also possible that your clients will want to post it to their website. For a recent client video done by Buchanan Public Relations, click HERE.
2. Media clips. This type of video is versatile and will vary depending on your target audience and client. These will be short, approximately :45 second clips that will help to introduce your client and their speaking style to the media. The clips can accompany press statements, be set up in an online portfolio, or made available upon request.
3. Promotional videos. Simple video and music can be combined to create a powerful message to promote your event. Click HERE for a sample of this type of video produced by Buchanan Public Relations.
4. Vlogs/internal promotion. A wildly popular use for video in PR is to promote your agency internally. Instead of a conventional blog, agencies are now utilizing video blogs to allow their followers the ability to step inside the inner workings of their agency and “meet” the people and environment behind their product.
So, how are agencies approaching video? There is no one “right” way to produce a quality production for your clients. Firms across the country are finding what works best for them based on their individual needs and office capabilities. Some of these options include:
1. Building a studio in-house. This is a great option for agencies that want to invest long-term in client video services and have someone with a broadcasting or videography background on their staff. The process is long and on-going, but once agencies secure the correct equipment and cameras for their studio, they will be able to produce video on-location and on-demand for clients and self-promotion alike.
2. Outsourcing to a production company. This is the best option for agencies that would like to offer a video option to their clients, but don’t have the manpower, time or resources to invest in building their own studio. This is significantly cheaper for the agency, since the client will cover the cost of the video and there is no need to invest in staff or equipment internally. However, this does drive up costs for the client.
3. Renting equipment. The third option that agencies can consider is renting camera and production equipment on an as-needed basis. If your agency is not planning on advertising your video capabilities or will be using basic equipment such as iPhones to generate video content, then this may be the most cost-effective option. This strategy is also great for firms that are looking to start their own studio, but want to try out different types of set-ups first.
Are you part of a PR agency that offers video services to your clients? Tell us about it in the comments below!