To use video or not to use video? That is the question.

Mark Rose, of, recently posted about the use of video in the PR profession. He discusses the slow process of changing the tedious tasks PR practitioners do every day into “web-based digital assets.” According to Rose, the process of creating and implementing pitches and news releases is a thing of the past. Digitally enhancing these everyday tasks (for PR professionals, that is) makes them readily available to both clients and the public. 

Even those not involved in PR are using video as a new outlet. Rose counts the Wall Street Journal as a video-friendly web site. Presidential debates, interviews and other news stories can be seen on web sites like the Wall Street Journal and other news sites. Videos greatly enhance a news story, as a video can often humanize words.

Rose also states that Business Wire, a global communications company, has partnered with Digital Citizen Media, a digital media production company. This partnership that will establish, manage, track and promote digital media in PR. This business venture will help Business Wire members utilize Digital Citizen Media to better meet the needs of the corporations.

Video can be extremely helpful in visualizing stories and presentations, what do you think about incorporating this method into regular PR tasks such as news releases and pitches? Does it help or inhibit the profession? Does it dehumanize practitioners?

This entry was posted in The Agency and tagged , , , , . Bookmark the permalink.

7 Responses to To use video or not to use video? That is the question.

  1. letsgoblogging says:

    I think incorporating videos into everyday PR tasks can be very effective. It seems as if everything is becoming digital these days and this transition was bound to happen as well. I have not worked closley with video news releases but I can imagine they are just as effective, as the press releases that I am used to.
    Perhaps more training courses should be offered in schools and companies so that people in the PR industry can adjust to this transformation. It would be really interesting to see how a video-based pitch turned out, I am quick to think it would look just like a short info-commercial. On the contrary, visuals do make everything ten times better.

  2. kakeane says:

    I think that video will become an important tool in PR, but right now not many practitioners have the skills to use one, or to edit it, for that matter. I would love to see more training oppotunities for students entering PR, as well as continuing education in latest PR technologies for current practitioners.

    This medium could become very popular, but practitioners also need to realize that you wouldn’t make a video news release for everything that you would make a print press release. For video, it is crucial to find stories that have pictures to go along with it. There is no story if there is nothing to show.

  3. erikanp2004 says:

    I disagree with letsgoblgging. I do not think that video press releases would be more effective than regular press releases. I think this because a press release is supposed to be used as a reference and a starting point for journalists it is not supposed to be the final product. I agree with legsgoblogging that visuals do make more of an impact and they help the audience to understand the content better. I also think that video should only be used in pitches sparingly. A pitch is just a proposal to a client therefore the cost needs to be low because you do not yet have the job. Although in cases where a short cheap and good video could be done is a good idea but only when it has a purpose to the pitch. Videos should not be made to just make them because they look pretty, they need to have a purpose.

  4. cclark2 says:

    There is a reason why newspapers are going out of business these days and that is because everything is going digital. As PR professionals it is our job as well to keep up with the digital age. If our stakeholders are barely reading the newspapers these days,then how do we expect them to read our news releases. We have to find other ways to communicate with our clients and stakeholders. We have talked a lot about social media in these blogs, but digital media is also a very important PR tool. I think every PR student should be required to take a videography class, even if you do not plan on making videos as a PR professional, at least you will have some background knowledge as how to create a story using video, whether it be for a pitch or VNR.

  5. dfishfel says:

    I definitely believe that video will become very important and very popular in the PR industry within the next few years. It is important to know when to use video and when not to. There are some things that will be more effective by doing it they way we do it today. And I agree with above posts that PR students and professional, in my opinion, do not know much about videography and editing, it is not part of our curriculum. In the next few years it should be a goal of PR schools to make it a requirement to take at least a beginner videography class. Since one day it will be a huge part of our profession we need to at least know the basics.

  6. asbrooks04 says:

    I agree with a few of the previous comments. PR students should learn how to package video and should search out ways to incorporate new media formats into their professional work. Anyway, VNRs and pitches aren’t the only way one can incorporate these talents — PR people have a number of tasks that could include video, audio, podcasts, etc., including PSA, employee relations, crisis training, and so on. As students, I think we focus a little too much on the obvious and don’t think of PR beyond press releases and pitches.

  7. amyfoley1975 says:

    I think that the use of video is quickly becoming a must in any PR pitch or presentation. Video makes everything much more interesting and easy to understand. I worked at a non-profit organization and made video for any type of presentation we did. It enhances the presentation in a way nothing else can. It will be the video that people remember after the presentation, more than the person who actually spoke.

Comments are closed.