Written press releases, case studies and mailings remain useful communications tools. Sometimes, however, video is a better way to show an idea or explain a subject. Here are four ways to use it within a PR and communications strategy.
1. Explain a complex subject
Does your organisation offer a product or service that is difficult to explain in writing? Or do you need an accessible introduction to a complicated subject? Video can combine explanation, demonstration and visual context.
For Savedo, we developed a series of short videos explaining its savings products, the deposit guarantee system and the process of opening a deposit account. This was part of the historical campaign described in our fintech PR case study.
2. Create a video news release
A video news release can present a story in an engaging visual format. A prepared script, short on-location interviews and a voice-over can bring the news together in around one to one-and-a-half minutes.
In the work described in the original article, we collaborated with ANP to distribute news videos to national and regional newspaper websites and news portals. Editors could also request raw footage and separate quotes to create their own version of the story.
3. Support social media campaigns
Video can help a brand’s content stand out and give people something they want to share. The format should suit the platform and audience, rather than relying on motion alone to attract attention.
For Microsoft’s online-safety campaign for young people, we worked with boy band B-Brave on a prank video and a video sharing online-safety tips. The original 2017 article reported more than half a million impressions across Facebook, Instagram and Twitter without paid advertising. Those were results from that campaign, rather than a promise for other projects.
4. Communicate internally
Video can also support internal communication. It may help explain a message, bring leadership closer to employees or share an event with colleagues, partners and other stakeholders who could not attend.
Choose the format according to what people need to understand, and make the content easy to access and follow.
Would you like help bringing your message to life? Explore our video and photography services or get in touch.
Robbert
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