Can’t Tell a Story in 6 Seconds? You’re Not Trying


 

Video is decidedly the most engaging content on the Web. With that in mind, there are many challenges and opportunities at stake for PR pros looking to leverage the medium. Whether your brand is endemic to video content or not, you will likely need to incorporate video content into your digital strategy sooner or later.

Still, that philosophy leaves many unanswered questions. Tim Baker, vice president of digital strategy for MWW Group is constantly seeking answers to all the questions video poses. He will be speaking at PR News' Next Practices Annual Conference in San Francisco on Aug. 6 and will address the challenges and opportunities that video can offer. In the meantime he submits the following advice:

PR News: What’s the biggest challenge in creating brand-relevant content for the Web or mobile?

Tim Baker: There are many challenges depending on the size and means of the brand, but one of the biggest universal challenges is the ability to create content that is engaging and authentic that connects with the audience and makes them want to share without coming across as an advertisement.

PR News: Instagram recently rolled out a video feature. Should brands enter that space, and if they do what are some do's and don’ts as they proceed?

Baker: Brands should absolutely enter the Instagram video space as long as they have something meaningful to contribute. People don't want to follow a brand on Instagram to have ads pushed in their face, but if the brand can create content that is fresh and exciting, it's an immensely popular platform to take advantage of. They just need to remember to syndicate that content across their other channels or it will get buried like a tweet.

PR News: If you could offer one tip to a PR pro looking to leverage a video strategy for their brand, what would it be?

Baker: Make sure your video tells a story. You wouldn't put out a press release that didn't tell a story, so treat your video content the same way. Whether it's a six-second Vine, 15-second Instagram or two-minute video on YouTube, find a way to convey a message or headline that you want people to take away from it. Anyone that thinks you can't tell a story in six seconds just isn't trying hard enough.

Learn more about video content and ask Tim Baker the questions you want answered on August 6 in San Franscisco at  PR News' Next Practices Annual Conference.

Follow Caysey Welton: @CayseyW




1 Comment

avatar

About Caysey Welton

Caysey Welton is Associate Editor at PR News and Folio: Magazine. He spent more than a decade as a chef and restaurant professional before switching tracks to pursue his passion for media and communications. Caysey has a deep interest in converging media landscapes and ecosystem disruptors, public relations and crisis communications. He holds a BS in Media, Culture and Communications from New York University.



Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.