#prsaicon 2013: lights, camera, action
DESCRIPTION
Lights, Camera, Action: Using Video in Your PR Strategy – Presented by Natalie Ghidotti, APR and Jeff Dailey for the 2013 Public Relations Society of America International Conference, Philadelphia, October 2013.TRANSCRIPT
#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
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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
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Let others tell your story; it’s more powerful.
#PRSAICON
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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.
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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
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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
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Make music work for you.
#PRSAICON
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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
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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
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.
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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
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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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