Used as part of a well-thought-out PR campaign, video can be a great vehicle to support your PR strategy and communicate your story and it is increasingly used by brands to develop a more dynamic, interactive connection with the audience.

Here are some simple steps to take into consideration before embarking on a video PR campaign.

Start with the desired outcome

Plan a video campaign with a specific outcome in mind. What do you want to achieve? Is it more sales or awareness of an issue? Be specific about your goals to ensure that end result is closely aligned with your company’s marketing strategy.

Build the story for the audience

A video PR campaign will be pointless if you don’t understand what will resonate with your audience or if you’re targeting them through platforms that are not read or viewed by them. Understanding what their unique needs and interests are will help you build a story which appeals to them.

Pick your approach

Depending on what it is you’re trying to communicate and to whom, you need to choose the focus of the campaign. PR campaigns which incorporate video can make the brand the focus while other campaigns use video as a driving force for an idea or value that represents the brand. The company is still there, but is not the focus of the campaign.

Set metrics

It’s important to set metrics before you activate your video campaign. You need to know if people are watching and, if they are, whether it’s contributing to the objectives you set out to achieve.

Article written by Cerub PR.