I have been in public relations since the early 1990s, and the industry was glacial in evolution. However, that has changed dramatically in recent years, with social media and mobile platforms erupting and forever changing how we communicate.
I read with interest, a good article which talked about video driving sales forward for some FMCG brands. That was not surprising, as we have been working with video as a media and communications platform since the early days of desktop video and editing (remember AVID MSP and Adobe Premiere 1.0?). Some of us at the firm have also done broadcast journalism as foreign correspondents, as well as voiceover talents.
The challenge this side of the world is that not that many clients have been enlightened or forward-looking to explore the use of digital video as a marketing and publicity tool. Video is powerful, and engages users so much more powerfully compared to audio podcasts, or just textual content. Do a simple search online, and it is not difficult to find commercial research that points to the effectiveness of video as a communications tool compared to audio and mere text. Even traditional media has embraced video of some kind. Just look at the mainstream newspapers in Asia, and you can find their online versions with some video content. Some even have dedicated video crew, facilities and studios to develop video news content.
Therefore, from the client-side, and especially from our end as publicists, the need to push for video news content is critical. The barrier to entry for video news production has come down tremendously. When we used AVID Media Suite Pro, the lowest end product of the AVID desktop video editors, it was in the region of S$17,000, not counting the rather expensive Mac platform then, and video footage acquisition equipment like cameras and so on. Today, you can edit simple video news content with nothing more than iMovie or Final Cut Pro X, and video cameras have also come down in costs while scaling up in quality. The good thing about video news content is that it is not about making flashy TV commercials or special effects (in fact, those might be scorned at by the media), but good factual documentaries or snippets. The content is more important than fancy embellishments, which do not add value to news.
The typical video news content can be client executive interviews, with questions and answers, or some brief product previews. If the client is enlightened, more in-depth video developments can be built on, including custom scripting, storytelling, film development, with professional casting and crew to make the production a powerful, engaging, “film-like” communications product that would attract viewers and customers.
If you need someone who understands video since the early days, and how it can be used for publicity and communication, let us know.
Dr Seamus Phan is the Head of Content and CTO at McGallen & Bolden. He is an expert in branding, marketing, communication, leadership training, crisis management, and entrepreneurship. This article may appear concurrently on his blog. Connect on LinkedIn. ©1984-2018 Seamus Phan et al. All rights reserved.