Shoot and Share

Public relations professionals are often so caught up on exploring where to post, that they lose focus on what to post. Just because you post something doesn't mean that your message will be heard. 

Creative content is key to reaching an audience. Undoubtedly, exploring social media channels is a vital function in PR, but posting interesting content on those channels is just as important. 

In general, posts that require the least amount of reading are usually among the most effective. Bullet points trump paragraphs as consumers' attention spans continue to shrink in this digital age. 

Showing, however, is almost always more effective than telling. Video is a viable option to consider when crafting your creative content. Storytelling is a great way to engage an audience, and video can be an effective way to tell your story.

Video content engages both the eyes and ears of your audience. In her article, "The 5 Basic Steps to Using Video for PR," Katie Gaab says:

"Ninety percent of information transferred to the brain is visual, and the brain processes this information 60,000 times faster than text. With video content, an organization initiates brand recall more quickly and efficiently."

But just how should you use video in your content creation? There are many ways:

• testimonials 
• video blogs
• tours
• Q & As
• commercials

...and more can help create interest in what you're trying to say. Video is sometimes even capable of improving the chance for media coverage when pitching a story to a journalist.

Alison Podwarski says that "90% of online shoppers at a major retailer’s website said they find video helpful in their purchasing decisions." The budget for your video production could be expensive to non-existent. Even videos shot on a cell phone can provide an authentic feel if that is the angle you wish to pursue.

Once you've created your video content, it can be broadcast effectively through multiple channels. "YouTube is currently the second largest search engine, after Google, with 800 million unique users per month." A YouTube channel can also provide you with an opportunity to offer your viewers the chance to subscribe if your content is interesting enough. Posting your video to YouTube also helps make the content more shareable and searchable. Additionally, YouTube is increasingly becoming a source for instructions. I personally have used the channel numerous times to research the best ways to make repairs around my home, for example. It is possible that repurposing your content with an educational angle could be beneficial in some instances.

Laura Sutherland, in her article Why Using Video in PR Activity is Good for Engagement says: "Cisco forecasts that by 2019, video will make up 80 percent of all consumer Internet traffic, up from 64 percent in 2014." There is no denying that video is a popular means of communication. If your audience research leads you to consider video as an option for your PR efforts, there are many examples - both good and bad - that can be viewed on YouTube. Learn from others, but make your content your own.