Mastering Video for PR


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This is the presentation on using video for PR I gave for a webinar hosted by PR News on November, 17, 2010.

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  • Every company is a now a media company as Nick Thomas of Forrester wrote in his report last year. To add to that, Gartner just released their top 10 technology trends for 2011 and video ranked #6 claiming that corporate use of video is going to explode. This is a huge opportunity for organizations to identify areas where video can be used. Issues management most often involves sensitive issues and recorded video is best for that purpose. Live video could potentially pose several problems in relation to intended messaging and flow; an edited video that can be shared via a or corporate website or video channel works best Education – video is a perfect vehicle for deployment as educational material. It’s flexible, easy to consume and can take many forms such as an interview with an expert, capturing an activity of some kind, or illustrating something on a white board to support your claims. Product demonstrations are especially valuable since your customers can get a real feel for a product and how it will ultimately work. It helps to show off features that wouldn’t normally be obvious and also allows you to spotlight an expert within your organization to demo the product by illuminating their knowledge in the area. Thought leadership – Having executives on camera allows for your company or organization to have a “face” and it’s a great way to convey the vision and thinking of the company in a very authentic manner. Market leadership – The best way to make this happen is by capturing customer testimonials for video case studies. I’m sure that many of you have case studies online already and many could be converted to video fairly easy. Community building – this really is about tapping the folks within your network and creating a call to action to make this happen. I’ll share an example of this in just a bit.
  • Once you’ve determined your business need, you’ll want to figure our what your objectives are. Many times it’s about telling a story or conveying specific messages . Maybe your business is targeting a new market or demographic, offering up a video that explains the increase in demand or industry shift will get your point across. Perhaps you want to build credibility with an audience . Consider focusing on topics that are relevant to that audience to show your commitment. You may consider capturing footage of a specific place or person as a way to lend that credibility. Establishing leadership is a popular goal and can be done quite easily. Consider bringing a white paper or market survey to life and have an executive narrate some of the highlights in a video. A big objective for many of us is to gain the attention of the media with our clips. Now that journalists are fewer and fewer and working harder than ever, this is a way to help them to their job better AND ensure that your message stays intact. And finally, the potential for your video to go vira l – something everyone hopes for. Boy I wish I had the answer to that one!
  • Media training your video subjects for a flip camera interview is in many ways the same as prepping them for a TV interview. So consider the same guidelines you would for anyone getting ready to go on camera. These may seem very basic but they bear repeating. Many people who get in front of a camera aren’t aware they may be doing these things.
  • There are some additional tips when you’re going to be capturing footage of a demonstration or product overview. What we’ve found to be extremely helpful is to not try to film the clip in its entirety. Break the video into a few easy segments. Shorter segments are easy to shoot and require the spokesperson to remember less content. They also are easier to re-shoot if the spokesperson makes a mistake. Spokesperson should practice each segment one or two times in advance – check lighting and sounds while they’re doing that. And have bullets for each segment just off camera so the spokesperson can remember key topics Suggested segments might include: An introduction of the person and what they’re going to cover High level overview of the activity or product A specific shot of the item or product with a 360 degree fly around so that viewers can see get multiple views A summary or recap / add a URL for more information using YouTube Annotations
  • We’ve developed a 4-step process for engaging the media with relevant video content. The challenge is that many outlets don’t yet include video into their articles. This is especially true for a lot of vertical pubs. However, that will change as video becomes more ubiquitous. There’s potential to look at video beyond just a way to talk about your company or product. Consider responding to media opps looking for bylines and ask if they would consider a video byline.
  • I want to share a campaign we developed for TOM that helped to support their Dental Health for All™ program. It’s a program that helps to support community organizations that provide dental care to people who would otherwise go without. One way they do this is by funding community-based clinics that are working hard to fill the gaps in dental coverage and access. As part of the program, TOM was sponsoring 5 clinics with a $20K grant. We suggested that we get the clinics involved and giving them a voice in the process. So we shipped out 20 flip cams to 20 dental clinics and had them videotape why they should win a $20K grant. While I can’t really share metrics, the program was widely received. Many of the clinics videotaped people within their community that they were helping and the clips were posted to the TOM website for voting. You can still view the winning clips on the site. In addition, we had about 10 media outlets embed the videos in their articles as a way to supplement the story of the campaign.
  • YouTube Insights offers some great stats on video consumption, viewer demographics, etc. Some more interesting data points offered include: Hot Spots displays the dropoff data in a dynamic graph that can be viewed alongside the original video. It offers the ups-and-downs of viewership at each moment in your video. The higher the graph, the hotter your video: fewer viewers are leaving your video and they may also be rewinding to watch that point in the video again. Audience Attention is an overall measure of your video's ability to retain its audience.
  • You may also want to take things a step further and look at 3 rd party vendors. It’s really about having actionable analytics so here some tools to consider. TubeMogul is one vendor I’ve used consistently and it offers some great features. The power lies in capturing metrics for a particular video on multiple sites. That means if you decide to post your flip cam clip on YouTube, MetaCafe, and Vimeo, you only have to go to TubeMogul to get stats for all three channels. On top of that, you can use TubeMogul to upload that video to those channels as well saving you a huge amount of time because you only have to enter headline, tags and summaries once for several sites. The company just raised $10M last month so they are a vendor to watch. The great thing about this service is that it’s free. Ooyala is very similar but they really focus on how and where content is being viewed. Their specialty is being able to measure viewership whether its on a laptop, TV, handheld device or the other touchpoints that people come into contact with video. I haven’t used them but the offering looks very impressive. A quick peak on their website shows that pricing starts around $500 a month. Vimeo just launched Vimeo Plus Stats and it looks really impressive. Based on what I read, you can break down plays and loads by country, and you can see how many embed loads and plays occur at each domain —  Tumblr  or  Facebook , for example. You can even break it down by high definition and standard definition to see what quality your viewers are choosing to watch. Pricing is $10 per month and include other perks like unlimited HD uploading, HD embeds, more customization and privacy and an ad-free experience Earlier this year, Nielsen acquired GlanceGuide that they’ve fully integrated into other services. What I found interesting is that they look at metrics such as audio volume, viewing duration, and video visibility to generate a composite “score” for each clip.
  • Mastering Video for PR

    1. 1. Tony Obregon Mastering Video for PR From the Flip to YouTube and Beyond November 17, 2010
    2. 2. <ul><li>Issues management </li></ul><ul><li>Educational purposes </li></ul><ul><li>Product demonstrations </li></ul><ul><li>Thought leadership </li></ul><ul><li>Market leadership </li></ul><ul><li>Community building </li></ul>Business Needs for Video Content
    3. 3. <ul><li>Tell a story / convey your messages </li></ul><ul><li>Build credibility with an audience </li></ul><ul><li>Establish leadership or expertise </li></ul><ul><li>Get the attention of the media </li></ul><ul><li>Have your video go viral </li></ul>Ultimate Objectives for PR
    4. 4. <ul><li>Speak clearly and loudly </li></ul><ul><li>Look into the camera, not at the videographer </li></ul><ul><li>Avoid darting eyes </li></ul><ul><li>Don’t shuffle feet while recording </li></ul><ul><li>Remember to smile, this is so important </li></ul><ul><li>Stick to your key messages </li></ul><ul><ul><li>Have examples handy </li></ul></ul><ul><li>Rehearse! </li></ul>Media Training for Video Clips
    5. 5. <ul><li>Break the video into a few easy segments </li></ul><ul><ul><li>Easier to shoot and reshoot </li></ul></ul><ul><li>Review and rehearse segment topics and key messages with spokesperson in advance of shoot </li></ul><ul><li>Have bullets for each segment just off camera so the spokesperson can remember key topics </li></ul>Best Practices for Shooting Demos
    6. 6. Engaging Media with Video Content PLAN PITCH PROMOTE PRODUCE
    7. 7. Community Building for TOM <ul><li>Raise awareness and provide a dynamic element for the “Dental Health for All” program </li></ul><ul><li>Give communities a voice and let them speak freely </li></ul><ul><li>Provide guidelines for producing video for greater success </li></ul><ul><li>Use the video to connect with a broader audience </li></ul><ul><li>Entice the media to write about the campaign </li></ul>
    8. 8. YouTube Insights Momentum graph Global consumption Number of Views Audience Attention Age and Gender Country Popularity
    9. 9. Mirco-metrics on YouTube Find out who embedded your clips and how many views
    10. 10. Video Distribution & Analytics Vendors
    11. 11. 5 Steps to Video Success <ul><li>Know your audience </li></ul><ul><li>Determine your objectives </li></ul><ul><li>Prep for a successful shoot </li></ul><ul><li>Promote your video </li></ul><ul><li>Measure the impact </li></ul>
    12. 12. <ul><ul><li>THANK YOU </li></ul></ul><ul><ul><li>Tony Obregon </li></ul></ul><ul><ul><li>VP, Digital Media </li></ul></ul><ul><ul><li>Cohn & Wolfe </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>