Traditionally, public relations were built on a close relationship between the media and businesses. What about today with the development of Web 2.0 and with the democratization of video tools? Brands are more autosufficient in the sense they can reach directly their public in a more personal and effective way with the use of online video.
Just a quick reminder, public relations include a set of methods to inform the public on the achievements of a brand, to promote a brand’s image and to foster a good relationship with the community. PR is now powered by new strategies and tools, such as online video, that reach more effectively internal and external publics.
Why use video
Video is a memorable communication tool that can reach a wide audience and simplify a complex message. If a picture is worth a thousand words, imagine what a video is worth. Video opens the door to many techniques and tools able to personalize each message to the brand’s needs.
In this sense, video can humanize a corporate subject, simplify a complex message and even make a boring subject attractive. These three points, which are precisely the main challenges in the field of public relations, can be effectively accomplished with a quality video production supported by a good distribution strategy.
Some formats easy to integrate
Internal tools
- The business talk show
The weekly newsletter requires a lot of effort and the reading rate is very low. Companies of all sizes now use the “Talk Show” format where one welcomes different people (internal or external to the company) to discuss the things that are important to their employees. It is also a good tool to communicate important messages to a large number of people easily (business news, new regulations, …).
- Greeting card
For the holidays or for major events related to the company, video is a perfect alternative for greeting cards. Several companies are getting into the trend that is more personal and human than paper. Employees can even get involved in the production of these videos; a collaborative project that helps strengthen the internal culture of a company.
- Event Video
A major aspect of public relations is also to build up a good working atmosphere and a sense of belonging. To this end, it is important to remind employees the beautiful memories that are created within their company. In this sense, it is very rewarding to capture on video the ceremonies, sports tournaments, …
External tools
- News videos
It is now possible to produce more engaging press releases with video; videos can be shared, can support call-to-action buttons and other incentives. Video is built to directly support important announcements and leaves room for creativity to reach a wider audience.
- Videos with the community
If your company is a community-based brand (environmental protection, commitment to important causes, etc …), your involvement should be on video. Words are fine, but as they say “you have to see it to believe it.” So, show the world how much you care about your community. In addition, video is interactive. You can encourage the public to contribute to your cause or to share their enthusiasm for your efforts more easily with video than paper.
Public Relations and video, an explosive mixture
While many areas of communications engage in video marketing, it is probably the public relations that derive the greatest potential. Online video can not only convey a message in a more attractive way, but also win the public sympathy.
Take for example the catalog La Redoute, which in 2012 was facing a crisis because of a shocking error in their catalog. The brand had mistakenly used a children’s picture with a naked man in the background. La Redoute tried to apologize in a press release that was proven to be ineffective. They then opted for a more human alternative: a video.
The result is very original, as you can see. In addition to end their crisis, they managed to charm a large number of online users and gain new potential customers. Clever, isn’t it?
Just like La Redoute, many companies are using video to manage their PR crisis. And you, do you think that video can be the cornerstone of a successful public relations strategy? It’s your turn to give us your feedback and comments!
