Arguably, PROs should see themselves as content providers for the media. Be that online, print, TV or radio. Many PROs still concentrate on text content, here PRmoment looks at the opportunities for PROs to provide video content to the media, specifically online media.
Since 2002, Technorati has indexed over 133,000,000 blogs. And there are currently over 999,987,865 videos on YouTube. What does this proliferation in online media mean for PROs? Firstly, that the number of media sites is growing. Secondly, that all of these sites require content. It also means that consumers like and increasingly expect video content
An added complication is that as readership numbers become ever more fragmented, publishers and bloggers are able to invest less in editorial. Therefore, you have more sites, with fewer editorial staff requiring more content. Who breaches this gap? It can only be PROs.
Press releases enable PROs to distribute their messages to a large, hopefully defined set of journalists/bloggers at the same time. What has changed in the last few years is that many publishers, even relatively small ones operating in B2B markets, are experimenting with audio and video content, in addition to their core text features.
This trend is happening despite the fact that resources are under more pressure than ever. The combination of accessible technology, competition and consumer expectation has added a whole new layer of content requirement onto publishers’ business models. How do they afford this content in these times of falling advertising revenues? More often than not, through PROs. Even though the likes of the BBC and Sky may claim otherwise, they frequently use B roll when it is supplied as relevant content alongside client PR campaigns.
So a key challenge for PROs is to ensure that they provide the media with relevant video content, in the same way as they already do for text content.
What do PROs needs to do to provide relevant video content? Same as ever, but below we’ve identified a four-stage process:
1. Think about your client and its brand and then match this to the target media.
2. Consider the type of content that is appropriate for the client's brand, the target media and the target consumers.
3. Then, dependent upon cost, produce relevant content.
4. Finally distribute it and sell it into to the relevant media.
Many PROs are nervous of video content, because they are unsure of how to go about producing it. USP Content’s Louise Gardner says that video is not something PROs should be scared of: “Many PRO’s voice concern over the complexity and cost of exploring the world of video content, yet in reality the creation and distribution can be a very simple, provide value for money and an offer an engaging way of delivering a brand's message via an alternative, and at times vital, platform.”
Gardner adds that: “Two words should apply to the creation of a webcast or vodcast; quality and content. Quality should be a consideration both visually (the look and feel of the content) and also from an audio perspective (in terms of the actual dialogue or information being presented). A low-cost option delivering an individual with a camcorder, with a lack of sufficient sound and lighting will only result in minimal views, limited placement and possible damage to brand associations. "Any branding should be naturally linked to the content and not over-egged. Observe this rule and you will engage the viewer, extend the reach and pick-up of the content and deliver a fabulous ROI to the client in return.”
Once the content is produced, it’s then essential it is distributed properly. One press release distribution tool that seems to work well for video content is Business Wire’s Smart News Release product. This has the advantages of making sure any video content featured on your press releases is fully SEO optimised. By using this type of service you also ensure that your release is plugged into most of the major newswires. This means journalists and bloggers have the best chance of accessing any video content that you produce. And once they’ve found the content, it's important that journalists and bloggers can download the content in the format of their choice.