How not to do a video press release

I saw this today and initially thought "good, another video clip in a press release"
http://www.prweb.com/releases/Snapvine/Publisher_API/prweb841674.htm

But then I watched it and thought the following:

1. Should you really use a cafe environment? (Background noise, especially china cups are a distraction from the content)
2. Have they actually listened to this clip and the differences in volume throughout ? (It hurt my ears at one point when I was using headphones)
3. Have you tried to read the text on these screen shot exampless? (They are unreadable)

I've previously commented that it is very difficult to produce good quality video and this exemplifies the point I think.

Portable content - more considerations

Although I've previously covered making your company content and assets portable, based on recent feedback, I thought I'd provide some additional information about how to do this.

1. Put your corporate videos up on YouTube
This allows you to still embed the video clips you want into your own site, saves you expensive bandwidth and instantly makes your company video available to a new selection of people. Caveat: All YouTube users will be able to comment on your video, so be prepared to engage in any accompanying dialogue your video creates

2. Put your company photos up on Flickr (Note: Other photo sharing sites are available)
Aside from the potential bandwidth-saving achieved from delivering high quality images to your users from an alternative host, there are other benefits to placing any company photos on one the popular image sharing websites:

• These sites provide easy integration with other Web2.0 sites (e.g. Blogging tools, etc.)
• By using proper descriptions and tagging your photos, you make your official photos easier to be searched for and used
• Links from your photos and profile back to your company website could improve your Search Engine Optimisation efforts

Caveat: Users to these sites, like video sites, will be able to comment on your content. Expect the level of conversation you need to participate in to increase.

3. Extend your audio coverage
Assuming you already provide downloadable audio files such as interviews on your site (hopefully in the ubiquitous MP3 format) then you can easily raise your content's profile further.

• Add an RSS feed and allow subscription via podcasting software
• Syndicate your podcasts via a large/popular podcasting syndication network

Caveat: This whole subject can by quite complex, so it is probably best that I cover this topic in more detail subsequently.

More Video Press Releases

For examples of Video press releases that I think work, take a look at those done by PR & Marketing company OuterJoin:

http://www.brightcove.tv/title.jsp?title=1422261322&channel=1305177698
http://www.brightcove.tv/title.jsp?title=1423435718&channel=1305177698

After speaking with Brian Warren from OuterJoin about them, I understand that they are very well received by clients and "augment traditional text based press releases with something visually pleasing and informational".

I think they have a nice and useful service going there and something others would do well to emulate.
(hint: or just hire Outerjoin)

The Video Press Release

As the humble Press Release evolves over time, from the traditional format through to the recently-developed Social Media Press Release (previously covered here), you can't help wonder what it will become in time. In addition to these thoughts, I was recently asked by a client "will the next evolution of the Press Release be a Video Press Release distributed online?"

My answer was a resounding "No" initially, followed by "...but video will be key in getting the message across".

Now there is no doubt that video within a blog or webpage provides a lot of information and conveys more than just text or images alone. However, just using video is not necessarily the right approach . Not every company has the ability to produce good quality video nor a spokesperson who is good in front of a camera.

Good examples of video combined with other media, when embedded within a press release placed on a site, are more frequently found online now. In fact the popularity for doing this is growing as more companies try it & get positive feedback and as broadband tips over the 50% mark in most developed countries.

Video, when used as one of a combination of media, has the following benefits in a Press Release:

1. It can be used to get a lot of data over quickly, using the mutually beneficial combination of visual and audio cues

2. When combined with words (copy) and accompanying diagrams for supporting information, this message becomes even clearer (The content can explain terms and spell complex words that audio or video may not be best at)

3. It can provide a 'human' face to your company and message (note: you do not have to use your Head of Marketing or PR Manager for this)

However, always consider that video may not be the right medium to use:
1. All of your audience may not be able to view it.
e.g. Not everyone has sufficient bandwidth (you may have mobile users) and don't forget accessibility issues caused by placing content just in a video clip
2. People may still want to print & read content offline
3. You may not have the time or budget for every piece
Producing video for all Press Releases can be an expensive and time-consuming overhead. Consider what budget you have for this, test to see what works and prioritise who (and what) you are going to cover.
4. You are not necessarily producing a streaming news channel. A Press Release is definitely a news-worthy piece of content, but spoken to camera in a ‘matter-of-fact way’ could well make it more like a news report.

Consider the extra benefit that a video clip could add:

• A case study/testimonial
• Instructional / educational information
• A supporting clip to provide context or detail

However, if it is pertinent, cost-effective and useful, you could always try putting video in your Press Release, you won't necessarily have set a precident. Just remember to measure the impact it has.

Try the following as an example of where this is going....

Pitzer College Press Release about its YouTube course:
http://www.pitzer.edu/news_center/press_releases/07-08/2007-09-04-youtube.asp