Many of us have taken Online Media here at the Cronkite School and some of us, like myself, are currently taking it. We learn how to do audio slide shows, how to blog and tweet (thanks to Dr. Gilpin and her presentations), but we also learn how to create a video. I personally hated working with Final Cut for just the audio slide shows, and I don’t know how I am going to feel about the video project, but at the end of the day I know it makes me more well rounded with my skills.
In the blog Authentic PR Counsel, Krista Rodgers wrote about how online videos can work for PR. In the post, “Making the Online Video Boom Work for PR, Branding,” Rodgers discusses how people watch online videos and what the impact can be. She says it is an “incredible platform for public relations practitioners to help their clients or organization improve communication and tell stories…” Although I use sites like YouTube for watching comedic videos, it is a practical tool especially when a company decides to become more personable on the blog and turns it into a vlog (video log).
Sometimes it does get boring reading press releases or articles online and it’s an interesting and useful tactic to do a video presenting the same information, but in a different form. With all the technology we have these days from camera phones, to HD cameras, to different forms of social media, as PR practitioners, we should incorporate that into our practices.
One of the facts that Rodgers includes in her post from Comscore was that “100.9 million viewers watched 6.3 billion videos on YouTube.com (62.6 videos per viewer).” That by itself is impressive, because to me YouTube is just for young people, but I’ve come to find out, that a lot of different ages watch the news on YouTube or enjoy it just for entertainment purposes.
Rodgers relates this to PR by giving “11 online video tips,” of how to make a video impressive, insightful and work in your company’s favor.
One tip that stuck out was number eight, “supplement a news release with a video clip or link to a YouTube video to further explain your points and add personality to the organization.”
It’s important to remember that not everyone wants to read a news release. That we are constantly on the go in this society, and that it’s simple to just click a link and watch a video that is 3 minutes long. Of course, the person explaining the news has to be someone with energy and is explaining it in a simple way and not over complicating the news.
Online video is simple if you think about it. Anyone can purchase a camera, whether that be an HD handheld camera or a Flip camera. Once you purchase that you just record and can upload it to the Internet. It’s learning how to edit it and condense it to mold it into something news worthy in the PR world that may be difficult.
So as much as I am stressing out with editing my online video or audio slide show, I know that my skills can put me ahead of those that may lack them in the professional world. Do you think it’s a useful tactic to be able to turn a company’s press releases or other news, ideas or opinions into a video? Do you think YouTube is the channel to upload a company’s press releases to? Do you think it is worth it for PR majors to learn this skill?