How Video Production can be used in PR
At the core of any successful public relations campaign is effective communication.
Yet in this technological era, there are now more methods than ever to convey important messages to different audiences.
Video production is one area that is constantly changing. Let's take a look at some of the common applications in public relations.
1. Video News Release (VNR)
An obvious example of how PR and video production can work seamlessly together is the Video New Release. This is basically a press release in video format.
A 90 second video is created which is then distributed to television stations for airing in news programs. When VNR's are well made, it is extremely difficult to differentiate them from a regular news story.
An example is a publicity stunt for the launch of a new airline on the evening news.
Tip: Include your script with the VNR and any suggested intro to give the network flexibility in putting together your story.
For clients that have complicated products and need a lot of promotional material, CD-ROM's can be an effective medium.
CD-ROMs are particularly flexible as they can include video, audio, brochures, documents and website/email links. They are perfect for travellers who wish to reduce the amount of marketing materials they need to carry.
Mini CD-ROMs or CD-ROM business cards also come in a variety of sizes and shapes that can be made to suit your campaign. An example is they can be cut into the shape of a flower for a campaign for a seed producer. The only negative is that because of their small size they are unable to hold lots of content, unlike the regular sized CD-ROMs.
An example of CD-ROM we undertook was for a Professional Society that had a topic that it needed the press to understand and write about. A CD-ROM was used to show video interviews with leaders in the industry and also to display documents, which explained the topic in more detail. It is also contained website and email links to relevant sites and people in the industry.
Tip: Picture quality of a CD-ROM is half that of DVD. Use a high quality broadcast camera at the shoot to ensure clear and professional looking pictures.
3. Trade Shows
Go to any expo and you will nearly always find that all of the large and impressive stands will have video content constantly running.
The key to any successful trade show DVD is lots of exciting pictures with informative titles and music.
Trade show videos suit companies that have complicated products where people need to see to see how it works and in what situations.
Tip: Make sure that your trade show video conveys your messages without the use of a voiceover. Voiceovers must be avoided as they will not be heard at a trade show. Instead, use titles to tell your story.
4. Special Events
An effective way to launch award ceremonies, conferences, and corporate roadshows is by using a powerful video opener.
When planning an event, use video to set the mood. Use it to educate, inspire, motivate or excite.
If the event has a large audience, filming the event live and displaying the content on large projector screens dispersed around the room will ensure that attendees can all see the action.
At the recent Keep Australia Beautiful Victoria Sustainable Cities Awards, we created a relaxing and picturesque video that showed lots of different shots of trees with autumn leaves. The theme for the night was autumn and the video was played while people enjoyed their cocktails. Autumn decoration were also used throughout the venue, as well as lighting that was created to splash autumn leaves over the walls and ceilings. It was an appealing way to set the mood for the night and it proved to be a great success.
Tip: Work out your objective and theme for the event and get your video production to reflect your theme. For your next PR project, think about how you can harness the power of video to get the right message across to your audience.
(c) Marie-Claire Ross 2005. All rights reserved.
Marie-Claire Ross is one of the partners of Digicast Productions. Digicast Productions works with organisations who are not satisfied that their marketing and training materials are helping their business grow. She can be contacted at email@example.com. The website is at http://www.digicast.com.au
Advertising by textad.biz
Go Ahead, click an ad, you know you want to.
Make the Media Your Friend
The media (newspaper, radio, television) can be of enormous help to the small and home based business. So, it is very important that you develop a relationship with them.
Get PR Off the Bench
Something that results in your most important outside audiences doing what you need them to do should not be warming the bench.But that's exactly what's happening at organizations that allow their public relations people to play games with tactics like newsletters, press releases and brochures instead of aggressively pursuing the major benefits PR can provide.
The Press Release: How to Get the Media to Pay Attention!
As many of you already know, promoting and marketing your business in as many creative ways as possible is crucial to the success of your venture. But finding ways to get noticed presents a major challenge for most entrepreneurs.
Put Yourself in the Reporters Shoes
Imagine you're the technology reporter at a daily newspaper. You learn that a new computer virus is making the rounds on the Net and you find that it has shut down three local banks within the past few hours.
Marketing-Minded Financial Planners Piggyback on Topic A to Get Free Publicity
That big story the media pursue each day is what I call Topic A. And even if it doesn't seem to have anything to do with financial planning, it often lead to huge media visibility for you.
The 7 Deadly Sins of Press Releases
A press release is often your only chance to make a great first impression.Newspapers, magazines and trade publications receive them by the truckload.
This is the Power of PR
The power of public relations is its ability to alter individual perception, resulting in changed behaviors that lead directly to your organization's success.Its power really lies in doing something positive about the behaviors of a business, non-profit or association manager's important outside audiences - behaviors that MOST affect his or her operation.
How Video Production can be used in PR
At the core of any successful public relations campaign is effective communication.Yet in this technological era, there are now more methods than ever to convey important messages to different audiences.
Promoting Your Website Through a Press Release
Have you ever gotten one of those letters from your local property tax appraiser, informing you that your tax bill is going up about 20 percent?I got one of those recently, so I took it to my friend Joe Gross in San Antonio. He appeals property tax assessments for a living.
Effective Public Relations: Why Did Bec And Lleyton Do It At 3:15AM?
If you are in Australia at the moment, it is hard to miss the engagement news of superstar couple, tennis ace Lleyton Hewitt and TV soap Rebecca Cartwright.They are everywhere .
Be Patient? Nah, Lets Kill Something
There's the old joke about the two buzzards sitting in a tree overlooking a highway. One responds to the other, "Be patient? I'm hungry.
The Three-Mile Radius
In last year's animated film Shrek II, a giant gingerbread man steps on a building and sends all the customers scurrying across the street. The name of the establishment they leave and the one they run into is "Farbucks" - poking fun at the fact that an unending stream of patrons appears willing to pay four bucks for a cup of coffee.
Transparency in Online Transactions
In these days of every increasing demand and competition, there is a considerable choice available to the cautious consumer. People have the choice of various types of media, if they are looking to shop for any particular product.
Financial Planners Garner Free Publicity by Making it Easy for the Media
Would you advise clients to buy a stock based on the say so of an investor relations person, or something you overheard at a restaurant? Of course not. You want to see at least some independent research before suggesting it be added to your clients' portfolios.
Do You Have an Exclusive Market Segment?
You do if you're a business, non-profit or association manager with important external stakeholders whose behaviors affect your department, division or subsidiary the most.In your own best interests, here's what you'd better be doing about them.
What is News?
What may be the more appropriate question is: What makes a story newsworthy enough to get picked up by the media? Here are a few rules of thumb to determine if you have a news angle worthy of press coverage.First, is the subject relevant to anyone outside of your organization? For example, if your firm is announcing changes to the employee health plan, that's newsworthy of coverage in the company newsletter but not typically for the mainstream press.
Media Release Headlines - Ten Tips to Get Media Attention
So you have spent hours and hours writing, shaping and crafting your media message. You've worked on setting your objectives, identifying your target audience and working out how to reach them.
A PR Question For Chinese Managers
As the practice of public relations in China continues to mature, it seems appropriate to ask whether Chinese business managers - tutored as they have been by European, North American and other PR specialists - continue to apply major public relations emphasis to print and broadcast communications tactics. In other words, do they still see PR through the lens of simple publicity, as many in the West still do?Or, do the best among Chinese managers -- as is also true for many businesses in Western economies -- realize they need true behavior change among their most important outside audiences leading directly to achieving their managerial objectives?And, do they then take steps to persuade those key external stakeholders, who have the greatest impacts on their organizations, to their way of thinking, then move them to take actions that help their departments, divisions or subsidiaries succeed?Let us presume that you are that business manager in China, and that you are well aware of the high-impact fundamental premise of public relations.
Another way to really become known in your area is to speak up. Make yourself available to talk to every civic,business and educational group that will have you.
Press Releases for Every Occasion
To many marketers, the press release is something of a "one sizefits all" proposition. You want to get media coverage, you knockout a press release, send it to some journalists and sit back andwait.
|home | site map|