he inclusion of video in reporters’ stories continues to increase. Georgia Tech’s media relations team has found repeated success coupling press releases and media pitches with video packages. Of the 10 most viewed videos on our YouTube channel, seven were produced to support press releases (each with 100,000+ views). The videos are creative and varied — often with researchers on camera explaining their findings, sometimes alongside our media team. They are never “talking heads” and always include b-roll. Video also is integral to the success of our social media team, which is ranked nationally among American colleges. In 2016, seven of the 10 top posts were live feeds or video (each with 300,000+ views). Our social media live shots take audiences behind the scenes, providing an experience unique to our institution’s brand. Our presentation will expand on these strategies to explain when incorporating video is the correct approach. We will focus on how to prepare researchers to be on camera, quick tips on equipment and setup, and how to choose sound bites and b-roll. It’s possible to produce video without a long turnaround time when you have personnel with the right skills. We also will discuss the tactics that have landed placement in top-tier outlets such as _The New York Times _and “The Today Show.” Finally, we’ll explore how video influences our social media engagements, taking a closer look at gifs, short video segments and live elements. Learn how and when to use video: Not all press releases need video. In fact, video can be a waste of time if not strategically positioned with media outreach. We will discuss why “talking head” videos have very limited appeal to reporters, the ideal length for videos and the best sound bites to choose. Video should not regurgitate a press release; it must enhance the written component. We also will discuss quick tips about lighting and audio, and a range of equipment options. Pitching video to media: We will outline strategies that have been successfully used by Georgia Tech to land top-tier media placement. We’ll show how a video link or photo can be used to avoid the email PR folks dread to write: “Did you get my email?” Also, reporters must see the value of including your video in their story. A PR professional must be flexible to provide additional and/or raw video. We’ll discuss ways to share this content. Using video in social media: Just because a video is successful with reporters doesn’t mean it’s ideal for social media. Sometimes a new, shorter or more focused video is necessary. Sound isn’t a requirement, and a gif could be the best way to share on social. Attendees will learn when to use which type of content as well as the value of Facebook Live. Here’s a hint: Don’t do it just for the sake of saying you did.

1. MAKE YOUR VIDEO
WORK FOR YOU
DRIVING MEDIA OUTREACH AND
SOCIAL MEDIA ENGAGEMENT

2. IMAGINE
THIS

3. IMAGINE
THIS

4. 4

5. HERE’S
WHAT
YOU’LL
LEARN:
WHEN TO USE VIDEO
HOW TO USE VIDEO WHEN PITCHING
WHAT EQUIPMENT WE USE
HOW TO MAKE VIDEO CREATION EASIER
GENERATING VIDEOS FOR SPECIFIC
SOCIAL PLATFORMS
5

6. 1.
SOME
THINGS
*NEED*
VIDEO
A frog’s tongue is
viscoelastic and has
non-Newtonian saliva.
ANT TOWER VIDEO
77K NATIVE VIEWS
1 MILLION VIEWS VIA VOX

7. 1.
SOME
THINGS
*NEED*
VIDEO
Yep. They had slo-mo
footage.
36K YOUTUBE VIEWS
PICKED UP BY NY TIMES, LA TIMES, BBC, WASHINGTON POST,
NPR, YAHOO, POPULAR SCIENCE, LONDON DAILY MAIL

8. 1.
SOME
THINGS
*NEED*
VIDEO
Yep. They had slo-mo
footage.
22K FACEBOOK VIEWS
TOP MEDIA TWEET FOR FEBRUARY

9. 2.
CATER
YOUR
VIDEO
PLATFORM
Why try to have experts
explain something in 3
minutes of interviews
When you can do it 40
seconds of video?
ANT 8dfbddfgfdfb
80K VIEWS ON FACEBOOK
26K IMPRESSIONS VIA TWITTER

10. WORK LIKE A NEWSROOM
Move quickly. Meet and talk regularly.
Plan ahead while maintaining your ability to respond with agility.

11. 5.
VIDEO
CAN MAKE
YOUR
PITCH
Like this amazing
seafaring scientist
who’s a deep sea diver
ANT TOWER VIDEO
77K NATIVE VIEWS
1 MILLION VIEWS VIA VOX

12. 5.
VIDEO
CAN MAKE
YOUR
PITCH
Like this amazing
seafaring scientist
who’s a deep sea diver
ANT TOWER VIDEO
77K NATIVE VIEWS
1 MILLION VIEWS VIA VOX

13. 5.
VIDEO
CAN MAKE
YOUR
PITCH
Like this amazing
seafaring scientist
who’s a deep sea diver
ANT TOWER VIDEO
77K NATIVE VIEWS
1 MILLION VIEWS VIA VOX

14. 5.
VIDEO
CAN MAKE
YOUR
PITCH
Haven’t we all been
here before?????
ANT TOWER VIDEO
77K NATIVE VIEWS
1 MILLION VIEWS VIA VOX
Dear Very Important Journalist at Top-Rated Media Outlet,
I was just writing you to follow up on the story I pitched to you last
week about the most incredible thing that you’ve never seen.
Please let me know what I can help you with to make sure you run
this story on the front page of your publication for the next seven
days in a row.
Thanks,
Under-prepared PR Representative

15. 5.
VIDEO
CAN MAKE
YOUR
PITCH
Haven’t we all been
here before?????
ANT TOWER VIDEO
77K NATIVE VIEWS
1 MILLION VIEWS VIA VOX
Dear Very Important Journalist at Top-Rated Media Outlet,
I was just writing you to follow up on the story I pitched to you last
week about the most incredible thing that you’ve never seen.
Please let me know what I can help you with to make sure you run
this story on the front page of your publication for the next seven
days in a row.
Thanks,
Under-prepared PR Representative

16. 5.
VIDEO
CAN MAKE
YOUR
PITCH
This video got Dr. Kim
Cobb on the Today
Show
ANT TOWER VIDEO
77K NATIVE VIEWS
1 MILLION VIEWS VIA VOX

17. 6.
YOU DON’T
HAVE TO
HAVE
SUPER
COOL
EQUIPMENT
If you’ve got a great
story or a great visual.
This was shot on
iPhone and edited in
30 minutes.
34K VIEWS ON FACEBOOK
50K IMPRESSIONS VIA TWITTER

18. 7.
SOMETIMES
LESS IS
MORE
Picture + Picture
+ Picture =Video
36K VIEWS ON FACEBOOK

19. 7.
SOMETIMES
LESS IS
MORE
Energy recycling
stairs.
151K VIEWS ON YOUTUBE
OUR HIGHEST PERFORMING VIDEO OF 2017
36K VIEWS ON FACEBOOK

20. MORE MATT WISDOM
Move quickly. Meet and talk regularly.
Plan ahead while maintaining your ability to respond with agility.

21. 8.
VIDEOS
CAPTURE
FEELING IN
A WAY
PICTURES
CAN’T
But you have to be in
the moment!
88K FACEBOOK VIEWS / 169K REACHED
49K TWITTER IMPRESSIONS / 550 LIKES
12K INSTAGRAM VIEWS

22. 8.
VIDEOS
CAPTURE
FEELING IN
A WAY
PICTURES
CAN’T
They can be quick
moments too!
30K TWITTER IMPRESSIONS
OUR MOST LIKED TWITTER POST IN 4 MONTHS

23. 9.
**LIVE:
SHOW
SOMETHING
30K TWITTER IMPRESSIONS
OUR MOST LIKED TWITTER POST IN 4 MONTHS

24. 10.
**LIVE:
REPEAT,
REPEAT,
REPEAT
They can be quick
moments too!
30K TWITTER IMPRESSIONS
OUR MOST LIKED TWITTER POST IN 4 MONTHS

25. OUR
DOS AND
DONTS
GET AN AWESOME
VISUAL
You need to have something to
show. Activity / movement
helps when thinking about
what will make a better video
product.
GET GREAT AUDIO
It doesn’t matter what it looks
like if you ruin it with bad
audio. Learn how to check
your levels. Use headphones
to hear what you’re capturing.
GET TO THE POINT
QUICKLY
Lead with your best footage.
Set a goal for what you aim to
show and tell and don’t waste
time. Viewers will check out.
25
SHOW TALKING HEADS
If you only have a person who
can talk and you don’t have
anything else visually to help
explain it, you probably
shouldn’t be doing a video.
GO LONG
Video is a primary way users
are consuming content. Don’t
waste their time. 2 minutes or
less.
GO LIVE JUST TO BE LIVE
Town hall meetings and panel
discussions are boring. Users
are clamoring for video that
adds to their day so don’t give
them something un-engaging.

26. TOOLS WE
USE
CAMERA
EQUIPMENT FOR
NEWS STORIES
26

27. TOOLS WE
USE
CAMERA EQUIPMENT
FOR LIVE BROADCASTS
Handheld rack for steadying
smartphone
Sennheiser handheld
microphone with wireless
pack
iRig thunderbolt connector
27

28. TOOLS WE
USE
SOFTWARE FOR EDITING
Adobe Premier
iMovie for quick edits on
cell phone
GIFS.com for making quick
loops for social
28

29. TOOLS WE
USE
GETTING A LITTLE MORE
ADVANCED
Lighting Kit
29

30. TOOLS WE
USE
GETTING A LITTLE MORE
ADVANCED
Multiple camera setups
30

31. TOOLS WE
USE
GETTING A LITTLE MORE
ADVANCED
Switcher app via
smartphones
31

32. MORE MATT WISDOM
Move quickly. Meet and talk regularly.
Plan ahead while maintaining your ability to respond with agility.
32

33. Full Image.
33

34. 34
Jason Maderer
@jasonmaderer
maderer@gatech.edu
Steven Norris
Twitter: @sociallysteven
Instagram: @stvnnrrs
stvnnrrs@gmail.com