2017 PR News’ Video Workshop: Content Strategies & How-To Tactics for Communicators 2017 PR News’ Video Workshop: Content Strategies & How-To Tactics for Communicators – PR News

Craft compelling, measurable video campaigns to drive audience engagement across all of your brand’s channels.

Will you be joining us?

With YouTube reeling in upwards of 1 billion daily views, it is undeniable that video is king online and on social media. PR professionals must possess ever-stronger video content strategy and visual storytelling chops to make their brands’ videos stand out in an increasingly crowded environment.

At this half-day workshop, PR professionals and brand communicators will cover budget-friendly tips for creating visually gripping video suited to social media, the latest practices in live streaming on Facebook and Twitter and case studies in successful social media videos from B2B brands, B2C brands and nonprofits alike.

  • Cliff Chiet

    Chief Integrated Marketing Director
    iHeartMedia
  • Jeff Hertrick

    Director, News & Documentary Digital Video
    National Geographic Partners
  • Alex Ptachick

    Social Media Editor
    USA TODAY
  • Laura Wilson

    Senior Director of Digital Engagement & Social Media
    Georgetown University

Hands-on training sessions include:

Agenda

What You'll Learn:

  • Tools and tactics for producing eye-catching video, even when working on a small team with limited resources
  • The latest best practices and tactics for growing an audience using live streaming platforms like Facebook Live and Periscope
  • How to set goals and measure the effectiveness of a social media video campaign on Facebook, Snapchat or Twitter
  • How to drive a video content strategy that ties to business objectives and proves ROI to key stakeholders
Hear more video tips and insights from Cliff Chiet, Chief Integrated Marketing Director at iHeartMedia during his session, Case Studies: Successful Social Media Video Campaigns.

Wednesday, Mar. 22

  1. 8:00 am - 8:30 am

    Registration, Breakfast and Networking

  2. 8:30 am - 9:30 am

    Cost-Effective Video Production for PR Pros

    PR professionals specializing in the written word must now also master the visual mediums that dominate how we communicate online and on social media. In this session, learn the best practices in shooting, framing, audio production and editing that make for successful video campaigns. A live demo will illustrate the visual storytelling power of the video camera most communicators carry in their pocket—a mobile phone.

    You’ll learn how to:

    • Optimize video length and file format for use across different social platforms (Instagram, Facebook, Twitter, Snapchat)
    • Avoid visual elements that can lose an audience within the first few seconds of viewing—shaky camera, poor audio quality, improper framing
    • Utilize the Rule of Thirds and other visual best practices to frame your subjects in a compelling manner
    • Make the most out of Instagram video techniques like Stop Motion, Boomerang and Hyperlapse
    • Create sound-agnostic video that stops mobile users mid-scroll—even without audio
    • Choose video editing software that fulfills your brand’s needs and stays within your budget and skill level
    • Make the most of raw mobile phone footage on Snapchat
    • Tod Plotkin

      Tod Plotkin

      Principal
      Green Buzz Agency
    • Jeff Hertrick

      Jeff Hertrick

      Director, News & Documentary Digital Video
      National Geographic Partners
  3. 9:30 am - 10:15 am

    Broadcast Your Brand’s Story With Live Streaming on Facebook Live and Periscope

    Facebook Live videos are watched three times longer than video that was not filmed live, indicating that live video is the “special sauce” that instills excitement in audiences around the world. But live streaming can be risky for brands given the unpredictable factors involved in going live. In this session, learn how to plan and set goals for video streams far in advance, train appropriate spokespeople and influencers to star in your streams and determine the length and timing of your stream to produce a highly engaging live event. We will also take a look at measurement tools to analyze the success of individual broadcasts.

    You’ll learn how to: 

    • Create a production calendar that lays out important goalposts for your broadcast
    • Use native Facebook and Twitter analytics to measure engagement and other view statistics
    • Cast and train brand ambassadors to star in your broadcasts and authentically tell your brand story
    • Promote the broadcast in advance across social channels to ensure your audience is waiting when you go live
    • Use a modest paid social budget to increase mileage of live streams after they have aired
    • Produce a quality broadcast on a budget—without extensive technical knowledge of video equipment
    • Gather the equipment and resources necessary for a 360-degree video setup
    • Get creative and experimental with live streaming ideas, even within a large organization or regulated environment
    • Use Facebook API and Periscope Producer to plug high-quality video directly into live streams
    • Repurpose previously live streamed video as part of your evergreen content strategy
    • Laura Wilson

      Laura Wilson

      Senior Director of Digital Engagement & Social Media
      Georgetown University
    • Tim Lemke

      Tim Lemke

      Manager of Digital Content
      U.S. Chamber of Commerce Foundation
    • Emma Curran

      Emma Curran

      Director of Video Services
      Georgetown University
  4. 10:15 am - 10:30 am

    Networking Break

  5. 10:30 am - 11:30 am

    Case Studies: Successful Social Media Video Campaigns

    This session will allow you to see the techniques and strategies from the workshop’s earlier sessions in action. Hear from brand communicators on how they have integrated best practices, measurement and social media engagement tactics to make their stories shine on live platforms. 

    A few of the topics we’ll discuss:

    • The process behind each campaign from the brainstorming phase to earning views long after the video has been posted
    • What elements led some campaigns to earn media coverage around their video
    • How the communicators behind each campaign measured success and proved ROI on video to their C-suite
    • What part of each video saw the largest spike in viewers and engagement—and why
    • How each campaign was promoted on Facebook/Facebook Live, Twitter, Snapchat and/or Instagram before and following the stream
    • What each brand learned from their video campaign, and how they used these insights in future campaigns
    • Alex Ptachick

      Alex Ptachick

      Social Media Editor
      USA TODAY
    • Cliff Chiet

      Cliff Chiet

      Chief Integrated Marketing Director
      iHeartMedia

Video Workshop Trainers

  • Cliff Chiet

    Chief Integrated Marketing Director
    iHeartMedia
  • Jeff Hertrick

    Director, News & Documentary Digital Video
    National Geographic Partners
  • Tim Lemke

    Manager of Digital Content
    U.S. Chamber of Commerce Foundation
  • Tod Plotkin

    Principal
    Green Buzz Agency
  • Alex Ptachick

    Social Media Editor
    USA TODAY
  • Laura Wilson

    Senior Director of Digital Engagement & Social Media
    Georgetown University

Who Attends

If you spend at least a quarter of your time in any of these areas, you should attend this workshop:

  • Audience Development
  • Brand Marketing
  • Business Development
  • Community Relations
  • Corporate Communications
  • Crisis Management
  • Digital and Social Media
  • Employee Communications
  • Fundraising
  • Human Resources
  • Information Technology
  • Lead Generation
  • Marketing
  • Marketing Communications
  • Measurement
  • Media Relations
  • PR Budget Creation/Management
  • Public Relations
  • Public Affairs/Issues Management
  • Publicity
  • Research & Analysis
  • SEM/SEO Management
  • Social Media
  • Video Production
  • Web Marketing
  • Word of Mouth Marketing

Register

Venue

The National Press Club

529 14th St NW
Washington, DC 20045

View Hotels in DC

Pricing

$700 per person and includes access to trainer presentations.

Register Now

Testimonials

Don't take our word for it. See why hundreds of your peers have attended PR News events!

This was a great event. Not only were the speakers knowledgeable and engaging, but the attendees were awesome. And networking was great! Communications Manager, CIGNA

Great workshop, speakers and venue! Loved the clean and candid approach of all speakers towards the topic at hand.External Relations, US Operations and Marketing North America, Procter & Gamble

The ability to download PDFs of the presentations is awesome. It will be great to share with colleagues who were unable to attend. Associate Vice President, Finn Partners

Sponsor

For information on sponsoring this event, contact Jonathan Politte at jpolitte@accessintel.com or 301-354-1716

Contact

Questions

For questions about this event reach out to:

Client Services
clientservices@accessintel.com
1-800-777-5006

Sponsorship

For information on sponsoring this event, contact:

Jonathan Politte
jpolitte@accessintel.com 
301-354-1716

Program

For information on programming and speakers, please contact:

Steve Goldstein
PR News
sgoldstein@accessintel.com