Film School:How to Use Video for PR

Matthew Schwartz, Group Editor, PR News, @mpsjourno1

Heidi Sullivan, SVP, Digital Content, Cision @hksully

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Matthew Schwartz, Group Editor, PR News

• Leads the editorial strategy for PR News’ premium content products—including its weekly newsletter—and for its digital presence

• Editor of PR News from 2003-2005• Formerly a reporter for Crain’s BtoB

and Media Business magazines, editor of BMA Buzz, contributing writer to Advertising Age Custom and writer/producer for CNN/Fox News Channel.

Why Video?

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Website visitors are

64% more likely to buy a product

after viewing an online video ad than the ones who have not

watched the video.(Source: Quicksprout)

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90% of information transmitted to the brain is visual, and

visuals are processed 60,000 times faster

in the brain than text (source: 3M Corporation and Zabisco)

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In 2014, mobile internet usage surpassed desktop. By 2018,

mobile video will represent 69%

of mobile traffic

(source: Cisco Systems and comScore)

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Appeal of Online Video

1. Easy to entertain and keep attention.2. Appeals to the heart and the head.3. Creates better brand recall.4. Budget-friendly.  

Video as Part of Overall Marketing Strategy

1. Producing the video

2. Making your video relevant

3. Audience Goals

4. Video Objectives

courtesy of WordStream, www.wordstream.com

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B-ROLL

courtesy of WordStream, www.wordstream.com

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On Location vs. Studio

AcousticsEnvironment

Talentcourtesy of WordStream,

www.wordstream.com

LIGHTING

Even & ConsistentWardrobeDaylight Impact

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SHOOTING Budget time Multiple takes Remember B-roll

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Live Stream Video

Production

Source: D Mak Production

Post-Production#cisionwebinar

Shoot once, distribute many

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There is no more silver bullet.

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Sharing content outside your circles

My mom

My coworkers

My friendsTheir friends

My fans

My customers

The people I don’t even know yet

Is your content reaching your intended audience?

Google increased the importance of

original content when they

determine Search Engine Results Page

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“If the news is that important, it will find me.”

- A college student in an article by Brian Stelter in the New York Times, March 2008 

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am·pli·fy: to increase the strength or

amount of; especially: to make louder.”

- Merriam-Webster

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Why Influencers?

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The tip of the iceberg

1% of any population will be active content creators

9% will be participants

90% will simply "consume" that content online

- Rohit Bhargava, Influential Marketing Blog

The Devil is in the Details

General 23%

Specific 77%

Source: Cision Media Research

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Influencers Talk to Each Other Once you find one or two influencers in your space, see

who they are talking to and who they reference

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Yesterday’s Audience – The Bucket Method

Age

Income

Geography

Gender

Race

Marital Status

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Male

35-44 years old

Income $50K+

Married

Some College

Chicago

Volleyball Player

Starbucks Coffee Drinker

Liberal

Sox/Bears Fan

Avid Fisherman

YouTube Viewer

Food Blogger

Tweets 3x/day on average

100+ Brand/Movie

Likes on Facebook

DEMOGRAPHICS PSYCHOGRAPHICS SOCIALGRAPHICS

Deeper understanding of end-users

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35-44 years

Today’s Consumer in Real-time

Look-Alike & Response Modelsfor Video

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Continue Learning

• How to grab the attention of online video viewers

• How to make a marketing video for mobile devices

• Why cheap YouTube videos are a bad idea

• How to prepare for a corporate video interview

• How long should my corporate video be?

• https://www.youtube.com/playlist?list=PLJxdQEkxmHFwL_Avx0L9hTNIAHTZWoLW_

Questions?

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