The rise of digital has brought traditional public relations to a whole new level, leveraging integrated media as a means to engage audiences through story-driven, multi-media content. Today, it’s not enough to just tell a compelling story. You have to break through the clutter and place the story where people are already engaging – on digital and social platforms – matching the formats and mediums that they are used to interacting with. Enter video.
These stats speak for themselves. And you can see how news publications are capitalizing on them every single day. Take MSNBC for example: any story they publish is also being amplified by video or, at the very least, still imagery. The stories are also shared across owned social channels, like Facebook and Twitter, in order to maximize viewership and reach users instantaneously.
So what does this mean for brands? Is it enough to create a video, draft a supporting story and pitch it to the media or promote it to the masses? No. You have to create great video content that your audience will want to watch and engage with.
Here’s how you do it:
Brands should think of video not as an addition to their media strategies, but as an integral component – one that will help them connect, engage and impact the news cycle as well as their audiences.
Does your social media strategy need a tune up? Check out our social media dos and don’ts here.