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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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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>

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