PRWeek: What are some of your tips for creating interesting and professional looking video for external audiences?
Marty DeLoreto: It starts with professional equipment and compelling content. Begin by clearly understanding what message you're trying to send to your audience, developing a creative treatment and scripting it, then staging it in the right environment, whether that's in a studio, at your offices, or at an event. From there, make sure you have an experienced crew using state-of- the-art equipment, such as a high definition camera package, so you're getting broadcast ready results right away. Editing is the finishing touch; the right editor makes all the difference in finalizing the creative elements and delivering the finished piece in the right format.
PRWeek: Video has become a useful tool for internal audiences as well. What are some of the ways in which your clients are using video to reach people within the company?
DeLoreto: Communicating with your internal audience is easily achieved by holding employee-only live webcasts and posting relevant content on your digital signage network. The Web and digital signage are truly taking over as the preferred methods for sharing content with an internal audience. At Videolink, we can customize a message with your brand and host it for you as a live webcast event with reporting and interactivity such as surveys or manage your digital signage network by creating and uploading content whenever needed. The trick is putting yourself right where your audience is, and internally, that's on desktops and flat screens.
PRWeek: How can video be used as part of an organization's media relations efforts?
DeLoreto: It's critical that organizations make themselves available to broadcast outlets and clearly showcase their experts to help producers determine if they'll fit into their program. One way to do this is to feature expert video clips on the organization's press page, for example, showing samples of your experts answering questions or providing commentary so producers can see that they're comfortable on camera. The second way is to be ready to go on-air quickly. The more actual video samples you can give a producer to show that your organization is the best choice to speak on a topic, the better. And accessibility is the icing on the cake.