#prsaicon 2013: lights, camera, action

#PRSAICON 2013

Natalie Ghidotti, APR

Jeff Dailey

October 29, 2013

@ghidotti@jeffdailey

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natalie ghidotti, aprPR agency owner

mom and wifevolunteer

former journalistTCU horned frog

oldest of 5WDW guru

#PRSAICON

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jeff daileyCinematographer

NewlywedFormer PR Guy

Fluent in SpanishGrows his own veggies

Storytellerdirector

#PRSAICON

3Wednesday, October 30, 13

the year of the video

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• 89 million people in the United States are going to watch 1.2 billion online videos today (ComScore).

• Globally, online video traffic will be 55 percent of all consumer Internet traffic in 2016 (Cisco).

• Online video production will account for more than one-third of all online advertising spending within the next five years (Borrell Associates).

• Since the launch of Instagram video, there has been a 37 percent increase in Instagram shares on Twitter. (Buzzfork)

• Instagram videos are creating two-times more engagement than Instagram photos. (Simply Measured)

• Video results have appeared in almost 70% of the top 100 search listing on Google in 2012 (Marketing Week).

• When marketers used the word “video” in an email subject line, open rates increased from 7% to 13%.

why video?

#PRSAICON

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WHY DOCUMENTARY

STYLE?

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CASE STUDY:virgin galactic

#PRSAICON

9Wednesday, October 30, 13

Let others tell your story; it’s more powerful.

#PRSAICON

10Wednesday, October 30, 13

Soundbites are your

#@!%ing enemy.

#PRSAICON

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real stories = real passion

#PRSAICON

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a compelling storyline is born.

organically.

#PRSAICON

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It doesn’t matter what you’re

selling, as long as you connect emotionally.

#PRSAICON

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telling a good story

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CASE STUDY:ARcare

#PRSAICON

16Wednesday, October 30, 13

Bring the right person to the table. Ignore

politics; go with passion.

#PRSAICON

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don’t rush things. give interviews

breathing room.

#PRSAICON

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combine powerful imagery with even

more powerful words.

#PRSAICON

19Wednesday, October 30, 13

Make music work for you.

#PRSAICON

20Wednesday, October 30, 13

Think like a documentary field

producer. Watch and listen for that priceless moment

that can’t be scripted.

#PRSAICON

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hire a good crew. this is harder than

you might think.

#PRSAICON

22Wednesday, October 30, 13

The equipment matters. The

newest cameras are compact, yet produce cinema-

like images. #PRSAICON

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Using Video in your pr strategy

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CASE STUDY:windstream

#PRSAICON

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e-newsletters

YouTube

websites dynamicbannerads

direct mail

electronic annual reports

face-to-face sales meetings

b-roll

BLOG

facebook

instagram

vine

Twitter rally cry

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Repurpose documentary footage into

shorter videos. Think 15 seconds.

#PRSAICON

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Plan ahead for how you can use video in all your communication

strategies.

#PRSAICON

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Let your big-picture goals and objectives

drive your video budget. Don’t try to do

big things on a Vine video budget.

#PRSAICON

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consider paying a day rate to a video crew to capture an important

moment or event.

#PRSAICON

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the importance

of on-the-go video

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CASE STUDY:planned

parenthood

#PRSAICON

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Capturing once-in-a-lifetime

moments. And then using those to

your advantage.

#PRSAICON

33Wednesday, October 30, 13

supplying needed/wanted b-roll to

hungry reporters.

#PRSAICON

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using video to immediately

engage with social media audiences.

#PRSAICON

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playing historian. because history is important, folks.

#PRSAICON

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ghidotticommunications.comjeffreydailey.com

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