This document discusses how public relations professionals can maximize the use of video through social media. It provides an overview of different types of video content that can be used, including professionally produced videos, user-generated content, and short-form videos on platforms like Vine and Instagram. The document then discusses best practices for incorporating video into a PR toolkit, when to use video, ideas for video content at different stages of a campaign, tips for DIY video production versus professional video, promoting and measuring the success of video campaigns. The overall message is that video can be a powerful tool for PR if the right content is created and distributed through the appropriate channels and platforms.