Video content has become a crucial part of any successful multifaceted PR campaign. Print media remains powerful and effective, but adding a video component creates a more dynamic, interactive connection.
How can you be sure your video content will be compelling and provide measurable results? Implement these proven steps that will transform your PR content into a targeted, positive multimedia experience for your target audience.
1. Start with a desired outcome.
We all know about viral videos, but do these flashes in the pan actually drive significant value for the brand involved? The answer is sometimes yes and sometimes no.
The very nature of viral videos is transitory. People grab hold of something fast, but they let go just as quickly.
A better goal is to plan a video campaign with a specific outcome in mind. This approach forces you to consider what you are trying to achieve as well as all the steps it will take to get there. It will also force you to consider your audience carefully. The end result is content that is more closely aligned with what will compel your audience to respond, rather than react.
When you plan your video campaign with the correct end goal in mind (Do you want sales or just a bunch of views on Youtube?) you will generally get more out of your campaign.