Corporate Solutions

Many years back, my friends started a tradition of sending out a “Friday Procrastination” email chain of anything humorous to help us gear-up for the weekend. And I’ve noticed that in the past year, more often than not, these weekly emails include links to videos (recent procrastination emails include Evan Longoria’s mid-interview bare-handed catch and New Era’s Red Sox/John Krasinski versus Yankees/Alec Baldwin ads). There’s something to be said about watching a clip that makes me not only laugh out loud but also look forward to arriving at work on Friday morning.

AMD extends the reach of its product launch events with video webcasts

While most of us are frequent creators and consumers of online video in our personal lives, translating this powerful means of communicating in a business context is still uncharted territory for many.

We all know that online video consumption by the general public continues to skyrocket. YouTube recently announced that they received over 3 billion views a day—a 50% increase over last year. But use by professional audiences also continues to grow. A recent study by Forbes Insights indicated that 75% of senior executives said they watch work-related online videos at least weekly. Even more impressively, 65% then visited a company’s website after viewing. Video encourages action.

While building strong relationships with influencers, customers and the media remains fundamental, the ways in which we engage these audiences continue to evolve. Video is not just a trend, but an expectation. Unfortunately, myths about the cost and complexity of producing video content still paralyze communications professionals from ever getting started. In reality, it’s easier than ever before.

Here are 5 simple ways to start incorporating video into your PR communications program:

1)     Enhance a press release: You’ve taken the time to craft a press release announcing a new product, a new executive, or a recent acquisition. Reinforce your message with a relevant video—a product demonstration, a personal message straight from the executive, or a company overview—to increase the impact of your message and connect with your audience.

2)     Pitch your story: Create a powerful press kit using video to tell your story to the media in a more compelling way. A video of your company’s timelines and accomplishments will leave more of a lasting impression than text-only. Instead of just telling them why they should care (and write about your company), show them!

3)     Enrich your online press room: Incorporate video into the “News” or “Press Room” section of your corporate website.  Supplement static text with relevant, visually appealing video content to differentiate your company and story to the media community.

4)     Launch a product: Use video to introduce/demonstrate your product. A short three minute video can incorporate your marketing message, competitive differentiators and value proposition in a more compelling way than any amount of text.

5)     Create your own company breaking news channel: Leverage broadcast clips, news coverage, and relevant videos to create your own web channel. Or produce your own video content with internal experts sharing their unique views, making your web channel the go-to resource for breaking news stories about your company and industry.

Already using video today? Tell us how you got started.We’d love to hear your story.