Why Video Is Essential for Public Relations
Videos have revolutionized corporate communication. With their ability to deliver complex messages in an appealing and easy-to-understand format, they offer numerous benefits:
- Visual Appeal: A well-produced explainer video can captivate the audience’s attention and help convey a company’s core message effectively.
- Higher Engagement Rates: Surveys show that users are more likely to watch a video than read a text, leading to higher engagement rates and stronger audience connections.
- Versatile Applications: PR videos can be shared across various platforms, from social media to corporate websites, maximizing reach.
- Trust Building: Professionally produced videos can enhance a company’s credibility and trustworthiness in the public eye.
- Increased Brand Awareness: Incorporating videos into a PR strategy helps increase brand recognition and positions companies as industry leaders.
Considering these benefits, it’s no surprise that more companies are placing video production at the center of their PR strategies. It’s no longer just about sharing information but about telling a story that resonates and puts the brand in the spotlight.
What Goals Can Be Achieved with PR Videos?
PR videos are more than just visual displays; they are strategic tools that can help achieve various objectives. Here are some of the main goals companies pursue with PR videos:
Building Brand Awareness
A well-made video, such as Volvo’s viral “Epic Split” video, can significantly increase brand awareness. These videos tell the brand’s story in a way that is both informative and emotionally engaging, reaching a wide audience.
Educating the Audience
Explainer videos, often used by tech companies, can make complex products or services easier to understand. A good example is Google’s “How Does Google Search Work?” video, which simplifies the search algorithm for viewers.
Promoting Engagement with Stakeholders
Live Q&A sessions or webinars allow companies to interact directly with their target audience. Tesla, for instance, holds quarterly live sessions where Elon Musk addresses questions from stakeholders.
Building Trust and Credibility
Through authentic videos like customer testimonials or expert interviews, companies can build trust with their audience. Apple’s expert interviews, where engineers and designers discuss the development of new products, are a great example.
Increasing Online Presence
In today’s digital world, videos are essential for boosting online visibility. Red Bull, for example, has massively increased its online presence and brand recognition through its action-packed videos.
How and Where to Use PR Videos
PR videos are versatile tools that can be used across various channels depending on the target audience and communication goals. Here are some of the most effective ways and places to utilize PR videos:
Social Media: Expanding Your Reach
- LinkedIn & Xing: Ideal for B2B communication and professional networking. PR videos focusing on company news, industry insights, or thought leadership are particularly effective here.
- Facebook & Instagram: Great for B2C communication. PR videos that tell emotional stories or are visually appealing can reach a broad audience on these platforms.
- Twitter: Perfect for short updates, announcements, or teasers for longer content. It’s also an excellent platform for real-time responses to current events or trends.
- YouTube: As the world’s second-largest search engine, YouTube is ideal for in-depth PR videos, tutorials, or interviews. With a good marketing budget, influencers can be engaged to expand reach.
Company Website: Boost Engagement
Your website is often the first point of contact for prospects and customers. An introductory video on the homepage can provide potential clients with a quick overview of the company or product, drawing them further into your content.
On product pages, videos can demonstrate how a product works or show genuine customer reviews, helping to build trust in the product.
A company video on the “About Us” page can convey the story, culture, and mission of the company, creating a stronger connection with visitors.
Email Campaigns: Increase Click-Through Rates
Email remains a powerful tool in communication strategy. Embedding videos in newsletters or product announcements can spark recipient curiosity and significantly increase click-through rates. A short video explaining the value or purpose of a customer survey, for example, can boost participation and generate valuable feedback.
Formats for PR Videos
There are various formats to choose from depending on the goal and target audience. Each format has its strengths and can help convey a company’s message in a unique and impactful way. Let’s look at some of the most popular PR video formats:
Explainer Video
Explainer videos aim to make complex topics or processes simple and understandable. Often, animations, graphics, and professional voice-overs are used to bring a subject closer to the viewer. This format is particularly well-suited for introducing a new product, service, or innovative idea, helping the target audience become quickly informed and interested.
How-To Video
As the name suggests, this format demonstrates how to use a product or service. It provides a step-by-step guide to show viewers how something works. How-to videos are especially useful for companies offering technical products or services. They can persuade potential customers and help existing customers get the most from their purchase.
Expert Interview
By featuring interviews with industry experts, a company can showcase its credibility and expertise in a specific field. These videos provide valuable insights and opinions from professionals, enhancing trust in a brand or product.
Brand Video
A brand video is designed to present a company’s image and values, telling the story of its mission, vision, and ethos. Professionally produced brand videos can evoke emotions and build a deeper connection with the target audience.
Collaboration Videos
Partnering with influencers or other brands can extend reach and attract new audiences. Collaboration videos can take the form of joint projects, ad campaigns, or even tutorials, leveraging the recognition and trust that the partner or influencer has with their own audience to amplify the company’s message.
Diversity and Inclusion in PR – A Must in Modern Marketing
Diversity and inclusion are not just “nice-to-haves”; they are essential for building an authentic, trustworthy, and successful brand. Videos are a powerful medium for conveying the message of diversity and inclusion:
- Diverse Representation: A PR video showcasing people of different cultures, genders, or lifestyles sends a clear message: “We see and value everyone.”
- Telling Real Stories: Instead of producing generic content, companies can share real stories from real people. A video about an employee who has overcome barriers or an interview with a long-term customer from a minority group can be powerful and inspiring.
- Education Through Visualization: Complex topics around diversity and inclusion can be made easier to understand through videos. For example, an animated explainer video could illustrate the importance of workplace inclusion.
Conclusion
PR videos are a core element of modern corporate communication. With their ability to convey complex messages in an engaging and accessible way, they offer companies a unique opportunity to strengthen their image and enhance credibility. Furthermore, they allow businesses to establish a deeper, more lasting connection with their target audience — a key factor in building loyal customers and standing out from the competition.
Frequently Asked Questions
What are the main benefits of PR videos?
PR videos offer visual appeal, higher engagement rates, versatile applications, trust-building, and increased brand awareness.
What formats of PR videos are available?
Common PR video formats include explainer videos, how-to videos, expert interviews, brand videos, and collaboration videos.
Why are diversity and inclusion important in PR videos?
Diversity and inclusion are essential for building an authentic and trustworthy brand. Videos can powerfully convey this message, showing that a company values all people.
