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What is Video Public Relations (Video PR)?
In simple words, video public relations (Video PR) is a form of public relations that leverages video content to tell a brand's story and create a positive image in the public eye.
With social media platforms like YouTube, TikTok, Instagram, and other media outlets, video PR gives you the opportunity to reach a large, diverse group of people with cost-effective, engaging content, such as viral campaigns, product demos, or behind-the-scenes looks at your company.
The goal is to build a strong emotional bond between your brand and your followers through video while elevating your brand awareness.
Video Marketing vs. Video Public Relations: How to Leverage Both?
At first glance, video marketing, advertising, and video PR may seem similar– but there are subtle differences between the three that you need to understand.
Let's look at them one by one-
Video marketing is the umbrella term used to describe any video content created to drive engagement or awareness for a brand through visual media.
Nike's "Come Out of Nowhere" campaign, for example, is a powerful video marketing illustration that celebrates the extraordinary achievements of everyday athletes.
Video advertising means you're advertising to your target audience through television commercials or OTT streaming services like HBO or Nexflix, and social media platforms like TikTok or Instagram., or online social media platforms like YouTube, TikTok or Instagram. In most cases, you have to spend money to advertise on such platforms.
Another good example of a video ad is BMW's "The Ultimate Driving Machine" commercial.
And guess what? This ad takes only 30 seconds to impress its target customers.
On the other hand…
Video PR involves producing promotional videos, often in partnership with major media networks or news outlets, to spread positive news about a brand’s products, services, or initiatives.
These videos are often distributed through press releases, email campaigns, and other PR strategies.
Any brand can create an incredible impact by skillfully combining these two forms of video marketing (advertising and PR).
Check out a few notable big brands discovered by PR.
To effectively plan your video public relations, consider these three key factors:
- Goals- What goals do you want to achieve with this video PR strategy?
- Newsworthy Story- Focus on spreading your news, keeping a storybrand framework.
- Targeted Media Outlets- List out all the media publications that can feature your video story.
Powerful Benefits of Using Videos in Your PR Strategy
As incredible as it may seem, a study shows that 90% of the information our brain takes in is visual. That’s why incorporating videos is such a crucial tool for the success of your brand PR strategy.
The more visual content you include, the more likely your message will go beyond the surface and stick with your customers.
Now let’s look at some of the significant advantages of video public relations-
Strengthens Your Media Pitches
Including video content in your PR strategy can help your story and brand be more memorable to media and reporters.
They're a compelling and engaging form of storytelling that can help journalists imagine what it's like to write about your brand or company—which makes for much more compelling coverage.
It also allows you to personalize stories for specific journalists or their audiences by providing a unique insight into the subject or topic.
Maximizes Audience Engagement
Using videos in your PR approach could take audience involvement to an all-time high!
Videos are enthralling, gaining more attention than text or still images. They provide a full-encompassing experience that can profoundly spread your message and guarantee its effectiveness.
And if viewers find something they like?
Chances are they'll share it on social media, increasing your reach even further!
And what better than BIGVU, a wonderful tool to create a captivating video to discuss and share your press releases or news with the whole world?
As said, video content is far more likely to be shared and go viral - 12 times more than any other type of content.
Drives Connection Through Storytelling
Videos are visual masterpieces, giving the audience a captivating experience!
Word-of-mouth is the best way to spread awareness and bring in more recognition for a brand. When you tell stories, it reaches the whole world because media channels love to share positive brand messages with their viewers.
If you do it right, a huge opportunity opens up for you because 75% of journalists say that of all the pitches they receive, only less than a quarter are relevant.
Examples of Successful Video PR Campaigns
Subway- Eat Fresh Refresh
Subway has rolled out many video PR campaigns over the years, all featuring its trusty tagline, “Eat Fresh”!
Now, in light of changes to the brand and menu, Subway has launched a new campaign called “Eat Fresh Refresh.”
The campaign features many sports stars, such as Steph Curry and Serena Williams, who use their humor to promote Subway’s new meals.
JetBlue and Crying Babies
JetBlue knows that a crying baby on an airplane can be uncomfortable for all passengers and the mother.
In honor of Mother's Day, the airline decided to stand up and make flight disruptions with a crying baby a win-win situation for everyone. It offered passengers on flights from JFK to Long Beach a 25% discount if a baby cried.
And guess what…
The response was overwhelming!
The video went viral, garnering an impressive 1.3 million likes on Facebook and ballooning to over 1.6 million views on YouTube.
It's clear JetBlue's this brilliant storytelling video PR move has resonated with travelers around the world.
Ikea- Stay Home
Ikea's #StayHome campaign was created to show customers that their homes can be seen in a new light during periods of lockdowns. The campaign is a love letter to our house and all its life moments.
It reframes the idea that our home is a place of warmth, shelter, and growth and brings a message of hope that leaves a lasting impression on the audience.
Finishing Thoughts
There’s no doubt that video public relations can help your brand succeed in a crowded industry. It’s a great way to capture attention, build visibility, and build customer trust.
Plus, it’s a quick and easy way to amplify your messages.
Now that you know all about the benefits of PR videos, why not take your PR branding to the next level with BIGVU?
Get your journey started quickly and smoothly by crafting interactive PR videos, so you can start experiencing the advantages right away.
If you want to take your brand to the next level, now is the time to be discovered. Robyn Levin, founder of Robyn Levin Media - a strategic marketing consulting firm and PR - is offering her masterclass at a special rate.
Get the chance to learn from an experienced expert who has helped many businesses grow with powerful PR strategies.
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Listen Robyn Levin's complete podcast here.
