While I was reviewing an event we’re working on for CIPR Scotland, I’m the current Chair, it occurred to me that few PR companies and in-house professionals are using the all important video as a comms tool, that I’ve noticed.

Aura started using video a couple of years ago and we’ve done all sorts. Have a look at our YouTube channel – the one thing you’ll notice is that we’ve not done any recent videos. I think it’s a case of ‘do as I say, not as I do’! Client work just takes priority.

The key to using video is make the content work watching – short, snappy videos can grab attention and if it’s found useful, will also be shared, liked and followed.

Video can turn a static website into a dynamic, interesting destination hub.

I suggest you get a pen and paper out – the old fashioned way of mapping out ideas – and think of content and subjects that your audience will engage with.

If you’re stuck, here’s my top tips when planning your videos:

  • How-to videos
  • Product demonstrations
  • Virtual tours
  • Share expertise and knowledge about a particular topic
  • Use it to promote an event, talking about the venue, the format, what the visitor/guest can expect
  • Use video to give a personality to a brand – humanise it – make it something people can connect with and understand
  • Gather videos from your audiences, followers etc. and turn it into a competition – the end result might be a collaboration of all the videos

If you’re starting a You Tube channel, make sure you’ve got some content to add, do a welcome video and make sure your branding/logo/lead image is used as cover artwork. Something we need to do!

I hope you’ve found this post useful – please share if you think others might too.

Blog post by Laura Sutherland MCIPR