How To Incorporate Web Video into Your PR Campaign

 

Presented by Mark Looker, Looker Communications Consulting www.lookercomm.com

 

Wednesday, Oct. 14, 2009 Central Valley Public Relations Organization (CVPRO)

 

A few simple tips:

 

·        Budget. Rule of thumb is $1,000 per one minute of finished video.

·        Creative Comes First! Think about “Why” your organization wants to produce a web video. What results do you want to achieve?

·        Know Your Audience. Craft your message to that audience.

·        Think about the images you want to capture and the message those images will project.

·        Script writing is very different from press release writing—fewer, simpler words needed.

·        Short is good - -videos more than five minutes in length will not be as well watched.

·        Pick a production company that makes the effort to understand your needs.

·        Local is good—Modesto area has a lot of good video production companies.

·        Consider the location for the film shooting –get outdoors if you can.

·        Who will speak for your organization? The one with the biggest title may not be the best spokesperson on camera.

·        Post production.  Be hands-on.  Ask a lot of questions no matter how dumb! Insist on quality

·        Distribution. Don’t just post it to your website. Send out link via email to supporters and media. Use Twitter, Facebook, MySpace to aggressively push out your video.

·        Self-promote. Send out press release announcing your video with embedded link; write an article for your newsletter.

·        Analyze results.  Did you achieve the results you wanted?  You can quantify through “hits” but it’s also very subjective.

 

Examples of web videos produced for my clients:

 

* A basic "Who We Are" video  for the California Poultry Federation. (5:31) (Barbosa Video)    http://www.cpif.org/index.php?option=com_content&task=view&id=61&Itemid=77

 

* A promotional video for WUD annual convention  (3:22) http://wud.telefeed.com/#wud-convention  (Alexandria Perrin post production. Shot with Panasonic DVC-30 digital camera by Mark Looker)

 
* A Video News release prepared for Western United Dairymen as it promoted the first biogas milk tanker truck in the U.S. (4:16) (Alexandria Perrin)
http://wud.telefeed.com/#Biogas_Digester_at_the_Hilarides_Dairy

 

* Wired Magazine coverage

 
* A video report on an Almond Environmental Stewardship tour held every Spring for regulators and news media - - 2008 (Approx 6 minutes) (Cornerstone Studios)
http://www.almond-board.com/files/AlmondBoardTour_dialup.mov

 

* 2009 Almond Tour video   (Alexandria Perrin)  (Approx 4 minutes) http://vodspots.com/almondboard/

 
* Personal profiles of dairy producers as part of Western United Dairymen's ongoing effort to put a "face" on dairy producers. (Alexandria Perrin) (6:50)
http://wud.telefeed.com/#Durrer_Dairy_Finished

 

* California Milk Advisory Board videos http://realcaliforniamilk.com/people

 

* Dairy Goddess Video blog http://dairygoddess.wordpress.com/

 

* Modesto Rotary Club Membership Drive (5:36 )(Never Boring Films)  http://vimeo.com/6798976 

 

* Doctors Medical Foundation promo video (:50)(Never Boring Films)   http://vimeo.com/4516143

 

* Funny local political commercial (:50)(Alexandria Perrin)  http://www.youtube.com/watch?v=rzO2qn18mEM

 

 

 

Web Video Production Companies Resource Guide

 

 

 

 

 

 

 

 

 

Never Boring Design

Grant Boring

(209) 526-9136

grant@neverboring.com

www.neverboring.com

 

Alexandria Perrin

Roberto Chiesa

roberto@alexandriaperrin.com

(209) 571-2306

www.AlexandriaPerrin.com

 

Barbosa Video Services

Gordon Barbosa

(209) 324-5327

http://barbosavideo.com/

 

Cornerstone Studios

Sean A. Stencil

s@cstudios.net 

2842 Iowa Avenue, Modesto, CA  95358  

(209) 521-9389

www.cornerstonefilms.com 

 

Final Cut Media

Sam Kneiss

(209) 480-9092

www.finalcutmedia.net

 

Modesto Junior College Plankwalker Studios

Carol Lancaster Mingus , MJC TV & Film Dept. Instructor

mingusc@mjc.edu

(209) 576-6078

http://www.plankwalkerstudios.com/about.html

 

 

Orbit Productions
Kevin Aguirre

kevin@orbitproductions.com

(209) 529-4835

www.OrbitProductions.com