Video for PR
I had a gratifying conversation with a colleague recently, someone who knows what we offer but has never been a client. Actually, a business that already uses video very well as part of their marketing mix and leverages YouTube in a brand-consistent way.
They were lucky enough to have exposure on terrestrial TV and even more fortunate to be given a copy of the programme by the broadcaster. Better yet, they were savvy enough to pull the relevant footage from the DVD and get it online immediately after the programme aired. Consequently they recieved a ton of hits and really milked their exposure.
Sadly, too often businesses don't see PR opportunities that can be communicated via video. These are fleeting events and if there is not a video or stills camera there at the time then it is too late to worry about afterwards. Add to this the fact that YouTube's algorithm rewards videos that get an early rush of hits, and with video for PR you have a chance to get content that will reap rewards through improved Google ranking well beyond the immediacy of the publicity exposure. Yes, the local weekly paper is a great place to get your story, but you could be waiting 6 days for the next issue. Contrast that to the ability to get a video online the same day as your story breaks.
Back to the top, and the added smile factor to this conversation was that the colleague knew that he had done a 'quick and dirty' job to get the video online, but wanted a higher quality video file to be created, and with some more branding cues. This would fit better with his premium sector business and his existing portfolio. So, a DIY job that gets results but followed up by using a professional to help maintain brand values. We're liking that.
For us, it's another example of adding value to a business without needing to use a camera.