Why pr professionals must go video – and how

By February 9, 2015Uncategorized

Over the last 10 years I have repeatedly asked PR professionals if they do video. The answer has remained the same: “Too little, we should do it more”. I’m not talking about posting press releases ABOUT corporate videos, I’m talking about actually initiating and/or producing a video. I think most PR people already know WHY they should, but for the avoidance of doubt, here are 45 good reasons: http://www.virtuets.com/45-video-marketing-statistics/

Some highlights from the list:

  • 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. (Sources: 3M Corporation and Zabisco)
  • Having video on the landing page of your site makes it 53% more likely to show up on page 1 of Google. (Source: Mist Media)
  • Videos are shared 1200% more times than links and text combined (Source: Orion21)


But for anyone working in the persuasion business, the fact that video evokes more feelings than any other media, should be enough. There is no better way to gain trust, raise curiosity or trigger cravings for a product. Period.

Once you’ve decided to “go video” you’ll realize it’s a bit more challenging than producing a text (which might be the reason some PR professionals haven’t done it). Not because it’s actually difficult, but because you need to think a little differently about how you use the format. That’s why we’ve put together a list of the most important things to remember when you produce PR videos:


  1. Identify the right stories for video
    Think visual. Would you want to see this with your own eyes? Otherwise your story might be better told in text. Can you evoke emotions or prove your concept, go ahead.
  2. Reward the viewers
    Digital media are based upon pull rather than push. This means every video has to earn its viewers. Why should people invest 2 minutes watching your video? What can you give them: A good laugh? Better understanding? Comfort?
  3. Get straight to the point
    Many old-school film makers produce long, artistic intros. That’s a no no for the impatient online audience, who will click away if you don’t arouse their interest immediately.
  4. Do not overexpose your brand
    Viewers will trust your message less if they feel your content is too commercial. The chances of media exposure decrease dramatically if your logo is seen everywhere
  5. Ideas are more important than budget
    There’s no need for huge production budgets in PR videos. Instead, creative ideas and smart angles are more important. Can your story tie in with a trend? Does it tie in with a particular season or holiday? Could it impact the public’s health and safety? Think like a journalist.
  6. Active distribution
    Even the best videos need a distribution strategy. Always include: A) social seeding B) distribution to relevant journalists, and C) Intelligent syndication.


Contact Sprinkle to learn more about how we can put your video in front of the right people, in editorial contexts. We call it intelligent syndication.

The photo above is from the brilliant Youtube video “like a Girl” from Always.