Every organization must develop a public relations strategy to communicate the narrative surrounding your brand. PR professionals have mastered the basics like drafting press releases and liaising with journalists, but there’s one underutilized tool that can elevate your communications strategy to the next level: video. Create an effective video by following these four foolproof steps:
Step One: Make A Master Plan
Once you’ve decided to make a video, take a step back to consider the big picture. Start once you can clearly answer these straightforward questions:
- What is your end goal?
- How will this video help you achieve this goal?
- Who is your target audience?
- What type of messaging will resonate best with your intended audience?
- Which video production company will you hire?
With the advent of smartphones, almost anyone can make a home video with varying degrees of success. However, hiring a professional will help you actually accomplish your goal. Choose a video production company that is experienced in producing the type of narrative and aesthetic you are looking for.
Step Two: Schedule Smartly
Think about what types of images will resonate with your audience, and plan your video shoot accordingly. For example, if you have been hired to do public relations for a dance studio, you could simply take footage of any dance class scheduled in the week. However, if you plan your shoot around a special event, like a big performance, you can capture the dancers at their best. A little bit of planning goes a long way.
Step Three: Double Check the Details
Video production involves boundless creativity and a whole new language associated with a specialized trade. If you don’t know the difference between a medium shot and a wide shot, or a pan and a tilt, you will need to take extra steps to ensure you are understanding and being understood. Don’t assume that you are on the same page as your Producers until you can review storyboards in advance.
A storyboard is a visual mock-up of your final video, illustrated shot by shot. When you take the time to double-check them, you can resolve any potential miscommunications before they become expensive mistakes on the day of the shoot. This tutorial should help you get started with the basics.
Step Four: Share your Video Far and Wide
Once your video is complete, the real work begins: getting people to watch it. Social media has long been one of the best platforms for this feat, as it grants almost instant access to millions. You can simply post your content online and get views for free provided that you’ve taken the time to grow your following. If you don’t have a critical mass of followers yet, paid advertisements could be a good option for you. Be sure to add social media share buttons on your website so that whoever visits your website can easily share your newly created content.
For more information on the benefits of video advertisements on Facebook, check out Memory Tree’s infographic.
Wendy is a super-connector with OutreachMama.com who helps businesses find their audience online through outreach, partnerships, and networking. She writes about the latest advancements in digital marketing and focuses on developing customized blogger outreach plans.