Lights, Camera, Action: Using Video in Your PR Strategy – Presented by Natalie Ghidotti, APR and Jeff Dailey for the 2013 Public Relations Society of America International Conference, Philadelphia, October 2013.

1. @ghid
otti
@jeff
d a i l ey
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PRSA
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, APR
otti
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talie
Na
ailey
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2. natalie ghidotti, apr
PR agency owner
mom and wife
volunteer
former journalist
TCU horned frog
oldest of 5
WDW guru
#PRSAICON
Wednesday, October 30, 13
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3. jeff dailey
Cinematographer
Newlywed
Former PR Guy
Fluent in Spanish
Grows his own veggies
Storyteller
director
#PRSAICON
Wednesday, October 30, 13
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4. the year
of the
video
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5. why video?
•
89 million people in the United States are going to watch 1.2 billion online videos today
(ComScore).
•
Globally, online video traffic will be 55 percent of all consumer Internet traffic in 2016
(Cisco).
•
Online video production will account for more than one-third of all online advertising
spending within the next five years (Borrell Associates).
•
Since the launch of Instagram video, there has been a 37 percent increase in Instagram shares on Twitter.
(Buzzfork)
•
Instagram videos are creating two-times more engagement than Instagram photos. (Simply Measured)
•
Video results have appeared in almost 70% of the top 100 search listing on Google in 2012
(Marketing Week).
•
When marketers used the word “video” in an email subject line, open rates increased from
7% to 13%.
#PRSAICON
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6. Wednesday, October 30, 13
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7. Wednesday, October 30, 13
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8. WHY
DOCUMENTARY
STYLE?
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9. CASE STUDY:
virgin galactic
#PRSAICON
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10. Let others tell
your story; it’s
more powerful.
#PRSAICON
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11. Soundbites are
your
#@!%ing enemy.
#PRSAICON
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12. real stories =
real passion
#PRSAICON
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13. a compelling
storyline is born.
organically.
#PRSAICON
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14. It doesn’t matter
what you’re
selling, as long as
you connect
emotionally.
#PRSAICON
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15. telling a
good
story
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16. CASE STUDY:
ARcare
#PRSAICON
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17. Bring the right
person to the
table. Ignore
politics; go with
passion.
#PRSAICON
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18. don’t rush things.
give interviews
breathing room.
#PRSAICON
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19. combine powerful
imagery with even
more powerful
words.
#PRSAICON
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20. Make music work
for you.
#PRSAICON
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21. Think like a
documentary field
producer. Watch
and listen for that
priceless moment
that can’t be
scripted.
#PRSAICON
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22. hire a good crew.
this is harder than
you might think.
#PRSAICON
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23. The equipment
matters. The
newest cameras
are compact, yet
produce cinemalike images.
#PRSAICON
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24. Using Video in
your pr strategy
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25. CASE STUDY:
windstream
#PRSAICON
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26. facebook
face-to-face sales meetings
YouTube
e-newsletters
BLOG
websites
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direct mail
electronic annual reports
Twitter
instagram
vine
b-roll
rally cry
dynamic
banner
ads
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27. Repurpose
documentary
footage into
shorter videos.
Think 15 seconds.
#PRSAICON
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28. Plan ahead for
how you can use
video in all your
communication
strategies.
#PRSAICON
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29. Let your big-picture
goals and objectives
drive your video
budget. Don’t try to do
big things on a Vine
video budget.
#PRSAICON
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30. consider paying a day
rate to a video crew to
capture an important
moment or event.
#PRSAICON
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31. the
importance
of on-the-go
video
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32. CASE STUDY:
planned
parenthood
#PRSAICON
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33. Capturing oncein-a-lifetime
moments. And then
using those to
your advantage.
#PRSAICON
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34. supplying needed/
wanted b-roll to
hungry
reporters.
#PRSAICON
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35. using video to
immediately
engage with social
media audiences.
#PRSAICON
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36. playing historian.
because history is
important, folks.
#PRSAICON
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37. ghidotticommunications.com
jeffreydailey.com
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