Video News Releases: Are they worth it?

In getting your clients’ names out there, there are many creative tactics and strategies that PR professionals can employ to reach additional targeted audiences. In order to catch the eyes of a broader audience, the PR professional has a range of platforms to pick from, and with ever-changing technologies, the traditional written press release isn’t always going to do the trick in informing the general public about a new or unfamiliar business.

As the use of certain technologies becomes engrained in our lives, a recent article on Fortune.com suggests that current audiences lack the attention spans of even five minutes, which is sometimes less than the time it takes to read through the standard one-page written release. Luckily for us and for our quick-paced consumers, the video news release was created, and it has evolved to work to our advantage in some cases.

Stemming from the use of PR professionals in the 1980s, the video news release is just what it sounds like—a press release on film. Including a news hook coupled with footage and client information, it seems that these videos are just now booming due to the free social platforms that are widely used. With 1.07 billion mobile monthly active users on Facebook and 271 million monthly active users on Twitter, it is now easier than ever to reach the world through these social sites, as opposed to generalized SEO engines or even through press release distribution sites.

Not only are these releases important to Internet platforms, but they are also helpful to broadcast professionals looking for filler, b-roll and a news story with a good hook. Similarly to the standard press release, the PR professional has the ability to distribute a video news release to hundreds of broadcast outlets nationally or even internationally through file transfer, but now they can use additional channels such as YouTube, which has the potential to create viral content.

While it may seem that this idea is cutting edge, and you may feel the need to begin on a video news release upon reading this blog, video news releases are not always necessary for your client. Foremost, you should ask yourself if you have a national or relevant news hook that involves your client before creating the release. You need to decide who your target demographics are, and if they are very narrow and specific, a video news release may not be for you.

Additionally, not all of your clients have the ability to release information in the form of a video. Many business to business operations do not have consumer appeal that can easily be translated through a video, and in this case, the standard press release is more beneficial. Also, you need to think about what channels your audience is more likely to be partial to. If your target outlets are mostly print, a video release is not the best option for your client.

So before jumping to conclusions and assuming that a video news release is a quick fix, take the time to analyze your client, research your target demographic and determine how news-worthy your hook is. Weigh your options and think about all of the possible ways you can spread your information before you decide to take the plunge. If you do decide that a video news release is the best option for your client, I wish you the best of luck, and I hope it goes viral. Happy filming!

(Screenshot of video press release from Groupie phone application)

This post was contributed by Emily Chandler @Emily_PharrPR

Video News Releases: Are they worth it?

C. Pharr is Hiring: Fall 2014 Internship Opportunity

C. Pharr is now accepting applications for our Fall 2014 internship. The ideal candidate will be a motivated, self-starter who has a basic understanding of AP Style and is eager to learn. To apply, please send a cover letter and resume with current GPA to Kristen@Pharrpr.com. See below for more information. 

Company Overview

C. Pharr & Company Ink is known for generating meaningful results for its clients through creative public relations and marketing. Focusing on business-to-business communications, the agency specializes in media relations, social media, crisis communications, marketing, advertising coordination, planning and research.

We devise communication strategies that help clients achieve their goals through communications, increased business opportunities, higher brand awareness, changed attitudes and greater stakeholder support. Doing so, we build strong and trusting relationships with clients, communities and the media. Our clients value our counsel and support in meeting daily communication challenges as much as our help with long-term communication strategies.

C. Pharr & Company is built upon more than two decades of public relations and marketing communications leadership – a Texas leader known nationally for its business insight, strategic counsel and creative work with the highest of integrity.

Internship Opportunity

Dallas-based C. Pharr & Company Ink is seeking a dynamic intern for Fall 2014 to assist with a variety of accounts ranging from real estate and construction services, to retail and healthcare. Junior and senior-level students studying journalism, public relations or marketing communications are encouraged to apply.

Candidate must be a resourceful self-starter with an understanding of media relations and AP style. Outstanding written and verbal communication skills, along with an eye for details and the ability to thrive in a fast-paced environment are musts. This is a great opportunity to work in a client-focused team setting, interacting with all disciplines within the agency to gain real-world experience and view the collaborative nature of the agency environment.

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C. Pharr is Hiring: Fall 2014 Internship Opportunity