The smart brands and agencies are responding to the challenge. 'Around 80 per cent of our work from PROs and clients involves video production,' says Louise Gardner, head of broadcast at USP Content.
'A year ago requests for video production were limited to approximately 20 per cent.
Today there is wider acceptance from both clients and PR professionals that video consumption is now the norm.'
Pam Lyddon, CEO of digital and broadcast consultancy Bright Star Digital, says just five years ago it was hard to convince clients of the value of video.
'It was always difficult to get clients to realise that this was a real opportunity for them, and many were quite scared at the prospect,' she says.
But both Gardner and Lyddon agree that not all PR campaigns that include video content are truly integrated.
'There is often a confusion of terminology,'Those agencies and brands that get it right see great results.
Nicky Minter-Green, MD of TVC Group, says Red Bull is a prime example of a brand that appreciates how 'command and control' of content can drive coverage and help campaigns reflect brand values: 'From Air Race to X-Fighters, all of Red Bull's memorable activities are supported by video, which takes a moment-in-time activity and ensures it ends up as a globally viewed event.'