Mastering Video for PRFrom the Flip to YouTube and Beyond

November 17, 2010

Tony Obregon

• Issues management• Educational purposes• Product demonstrations • Thought leadership• Market leadership• Community building

Business Needs for Video Content

• Tell a story / convey your messages• Build credibility with an audience• Establish leadership or expertise• Get the attention of the media• Have your video go viral

Ultimate Objectives for PR

• Speak clearly and loudly • Look into the camera, not at the videographer• Avoid darting eyes • Don’t shuffle feet while recording• Remember to smile, this is so important• Stick to your key messages

– Have examples handy• Rehearse!

Media Training for Video Clips

• Break the video into a few easy segments– Easier to shoot and reshoot

• Review and rehearse segment topics and key messages with spokesperson in advance of shoot

• Have bullets for each segment just off camera so the spokesperson can remember key topics

Best Practices for Shooting Demos

Engaging Media with Video Content

PLAN

PITCH

PROMOTE

PRODUCE

Community Building for TOM

• Raise awareness and provide a dynamic element for the “Dental Health for All” program

• Give communities a voice and let them speak freely

• Provide guidelines for producing video for greater success

• Use the video to connect with a broader audience

• Entice the media to write about the campaign

YouTube Insights

Momentum graph

Global consumption

Number of Views

Audience Attention

Age and Gender

Country Popularity

Mirco-metrics on YouTube

Find out who embedded your clips and how many views

Video Distribution & Analytics Vendors

5 Steps to Video Success

1. Know your audience2. Determine your objectives3. Prep for a successful shoot4. Promote your video5. Measure the impact

THANK YOU

Tony ObregonVP, Digital Media

Cohn & WolfeTony.Obregon@cohnwolfe.com