What I have learned about using video in public relations: 3 Valuable Takeaways

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As an intern at EZG, I have seen several video projects begin with a simple idea and transform into a valuable part of marketing campaigns.  Part of my responsibilities at EZG include helping out with a variety of traditional and new media initiatives for the PR team, but I’m most interested in the video production process and how it fits into the client strategy.  What I have learned so far is that producing informative marketing video requires a great deal of creativity and legwork—but the results are worth it.

As more digital channels become available to for us to utilize in public relations, we have seen the demand for viral content increase.  Just look at the way we share news today, often through popular sites like Newsy.   I have personally seen the demand for videos rise during my internship time at EZG—which is a good indicator of things to come.

At the end of August, EZG posted about the benefits of using video to help boost a client’s brand.  Today, I want to take an opportunity to share a few tips that I have learned from my leaders and mentors while editing PR videos here at EZG.

  • Shoot more video than you need: This tip seems like common sense, but I have found myself in the position of needing more footage when I have assumed that there was enough. It is always better to have too much footage than not enough.  For example, filming fifteen minutes of footage for a two-minute video usually provides enough usable content in the end. It is always better to get too much content during the original filming of the video than to have to go back and re-shoot more footage later; it can be very difficult to re-create a scene.
  • Tell a story: Like everything we do in PR, video is another tool that helps us tell a story.  Without a clearly defined message within the video, the story will get lost and inevitably the work will lose value.  To stay away from this misstep, I always try to connect the edited clips in a way that the story is told fluidly.  Our videos are not scripted, so we often end up with a wandering narrative until the source clearly defines their main points. It can take people awhile to get to the point, but it’s the video editor’s job to hear through the words and amplify the most interesting points in an easy to understand story.
  • Use the correct tone for the video:  Our EZ|TV videos are designed to show our personality, and we think that’s great—but not every video will have the same feel.  When creating videos for our clients, I have to remain mindful of their branding messages to maintain consistency with their other marketing materials. Design, music and font choices are all part of distinguishing the client’s brand in the video, and are used as an accent to highlight the expert content that is communicated to the audience.

It is important for videos to be professional, engaging and creative in order to appeal to target audiences and inspire viral pick up.   In the public relations field, we are constantly required to attract attention to messages that reflect our clients’ brands.  Simply put, the videos that we produce are not just footage of talking heads, they are multimedia vehicles meant to teach, inspire, and motivate.

If you’re interested in learning more about video used in PR campaigns please check out these articles:

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