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How public relations can maximise the
use of video through social media
Jacqui Licorish, freelance producer/director
Stuart Bruce MCIPR, independent PR consultant and trainer
Thursday, August 14 2013
SOCIAL
SUMMER

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2013 – the year of video?

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• Professional – distributed onYouTube
• DIY – distributed onYouTube
• UGC – User Generated Content onYouTube
• ‘Micro’ video –Vine, Instagram
• ‘New’ video - Mixbit
Different types of video

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But what aboutVine and
Instagram?

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• Early days – only widely available since June
• Lots of brands experimenting with both
• Vine shares plummeted following launch of
Instagram video
• Instagram MUCH more accessible – bigger
user base and runs on older Android phones
• Follow Michael Litman’s Brands onVine
But what aboutVine and Instagram

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What can you say in a video?

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• Success stories – developments, innovations,
best practice
• Integral messages – vision, values, future
plans
• Complex messages – restructure, crisis
management
• Engage – dialogue, feedback, opinions
What can you say in a video?

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• Connectedness – combine video with other
tools and integrate it with online PR activity
• Share it with journalists, bloggers, influencers
• Embed it and link to it from other platforms
and networks
How to incorporate video into your
public relations toolkit

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• News – you have something new to say
• Extend – meetings, seminars, events either
record or live stream
• Educate – explain or change perceptions
When to use video

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• Important announcement
• Change of management/leadership
• Crisis
• Communicate strategy
• Maximise impact of an event/trade show
• Make leadership visible and accessible
• Reward loyal customers
• Give consumers a voice
When to use video

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Asda ‘Chicken Licking’
CRISIS COMMUNICATIONS
Real people who show they care

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Use video to extend the
public relations campaign
period

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• Stagger release of video content through a
pre-launch, launch, post-launch period
• Use to provide a ‘mid-life’ kick to products
• Think strategically about the stories and
messages then create a tool kit of video
assets to sell those stories
Use video to extend the public
relations campaign period

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• Run-up to product launch/innovation
• Opening or relocation of office/factory/HQ
• Trade show or other significant event
When this might work

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• ‘Leak’ or tease information to inspire
speculation
• Product/event time-lapse
• Funny teasers
• Lab tours
• Behind the scenes
• Reaction vox pops
Pre-launch

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• Short video reports
• Industry specific blogger videos
• Coverage of press conferences
• Interviews with key people
– Not just leadership
– Designers, customers, experts, celebrities etc
• Full product videos
• LiveQ&As
Launch

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• Behind the scenes
• Inside the designer’s mind
• External event coverage
• Themed features
• Product masterclasses
• Customer vox pops
• Expert opinion/endorsements
Post-launch

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More ideas for video content

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• Traditionally for broadcasters
• But even newspaper/magazine websites now
need video
• Shots that broadcasters can edit into other
packages
B-roll

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• ‘Quotes’ in news releases
• Case studies
• Thought leadership
• Animated infomercials
• Testimonials
• Leadership briefings
• In-depth interviews
• CSR stories
More ideas for video content

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DIY UGC v Professional
Content
Is there room for both?

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• Quick, easy, cheap
• Can work best as ‘extra’ content, not to
replace professional content or just save
money
• ‘Looks authentic’
• Shoot on cheap kit or even a mobile
• Edit using free software already on your
computer
DIY User Generated Content

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Getting the most out of
working with professional
film makers

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• Involve them as early possible
• Use their expertise to develop the brief
First things first

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• How you want to communicate your brand
and tone of voice
• What you want to say – don’t try and cram
too many messages into one film
• Who your audience is – one size fits all doesn’t
always work
• What budget do you have?
• What does success like?
Think carefully about…

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Homecoming
PUBLICAFFAIRS
Using emotion to encourage viral sharing and influence
government policy

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• Response to high-profile anti-equal marriage
campaign during government consultation
• ToppedYouTube’s most watched with more than
700,000 views in first week
• Seeded online with celebrities and politicians
• Integrated traditional media relations – ITV
Daybreak and even The Daily Mail
• Invited to No 10 to meet David Cameron
• Marriage (Same Sex Couples) Act granted Royal
Assent on July 17, 2013
Homecoming

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A Day Made of Glass
CORPORATE COMMUNICATIONS / INVESTOR RELATIONS
A video made for a meeting to brief investors and analysts

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• Not designed to go viral
• Made for small audience of investors and analysts
• 160 year-old glass manufacturing company seen as
safe and traditional
• Breaks the rules – long, dull subject (glass!), no
humour, no celebrities…
• …AND NO KITTENS!
• 11 million views onYouTube in three months
• Now more than 22 million views, most viewed
corporate video of all time
A Day Made of Glass

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How to make the best of
doing it yourself

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• Use ‘consumer-pro’ kit
• Invest in:
– Camera
– Microphone
– Tripod
– Video editing software
In reality…

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• Some of the best ‘UGC’ is professional
• Sound – just using the built-in microphone
doesn’t work
• Lighting – positioning of subject
• Recording interviews in off camera style
• Use two cameras for interviews and cut
different angles, instead of zooming/panning
The most common mistakes and top
tips

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You’ve made it, but will they
watch it?

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• More hosting platforms than justYouTube
• Company website/portal
• YouTube / Facebook
• Social media newsroom / content hub
• Encourage ‘embeds’
Where to put your video

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• Share viaTwitter, Facebook, LinkedIn,
Pinterest
• Directly with influencers
• Commercial ‘viral’ ‘seeding’ companies
• Optimise title, key word tags and descriptions
• Instagram (new feature) orVine (hack)
How to promote your video

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How do I measure success?

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• Not just about numbers or views
• Big viral video numbers misleading
• Think of it as a meeting or event
• Visibility in search / ranking
• Downloads
• Embeds
• Comments
How to measure success

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Did it help to achieve the
objective!

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Thank you for attending
Find out more at cipr.co.uk/social-summer
SOCIAL
SUMMER