With tech publications and online media warming to the idea of vendor generated content, the opportunity to garner coverage and increase the visibility of your brand, products and services through channels such as videos, infographics, slideshows and podcasts are on the rise. Although many of these outlets will accept content in the form of bylined articles, guest columns, and white papers, they require significant time commitments from our clients, which can oftentimes be a challenge. Video is quick, easy and requires a relatively low investment in time and resources, all while providing yet another medium for showcasing thought leadership.
Video has seen enormous growth online over the past few years, which can be attributed to increased broadband adoption and the proliferation of video sharing sites such as YouTube, Blip.TV and Yahoo! Video. With these sites attracting hundreds of millions of eyeballs per month, and with tech media and bloggers scrambling for content, the opportunity to broadcast your company’s message can seem just about endless.
So where to start? One thing that we have done at Ogilvy PR is what we have dubbed the “Expert Video POV”—one to two minute, unscripted, unmanufactured, marketing-free video clips with company executives and subject matter experts, discussing thought leadership topics of relevance to their targeted audiences. The video segments take on a Q&A format and can be shot using a simple digital camcorder, Flip cam, or HD camera for easy uploading to video sharing sites, corporate blogs, corporate web sites and distribution to online media.
PR practitioners are now donning their journalist, broadcaster, and editor hats to navigate clients through the changing media landscape. Here are some tips, for when you decide to shoot your first video:
Expert Video POV Tips:
Setting the Stage:
During the Interview:
After the Interview:
As traditional media space continues to shrink and the challenge of pitching and placing stories grows, PR practitioners must continue to adapt and bring new and innovative ideas and methods to our clients. The explosion of online video has presented an immense opportunity to increase visibility and promote the thought leadership of our clients. As Luca Penati wrote, “’an image is worth 1,000 words.’ Now a video is worth even more.”
Keep an eye out for Part Two in this series, which will discuss how to promote your videos online…
David Carlson: Social Media and Traditional PR