Video is a powerful tool for PR success

No matter what digital media platform you or your clients are on, chances are you’ll notice there’s more video than ever before. As a former television anchor and reporter, I learned firsthand how valuable videos are to promote your brand, especially if they incorporate strategic storytelling.

While cell phones make it easy to shoot your own videos, that doesn’t mean your creations will automatically get results. Before you start filming, make sure you have a PR plan, just like you would for any other element in your campaigns. For example, what outcome are you trying to achieve with this video? What is its purpose (i.e., used as B-roll in a media kit or to spice up your social media, website, etc.)? What’s your timeframe and budget?

And, most important, who is your audience and what do you want them to think, feel or do after watching the video?

Deliver your story on a silver platter

Every audience—customers, journalists, prospects, influencers—watch a video to have the story painted in front of them. There’s just no brain space for extra!