Video’s humanizing and emotive effects are especially useful in the world of public relations (PR), where bringing relatability to corporate brands is the name of the game. Often, PR videos may have an edge to them: they control the story and pitch what you need people to hear, sometimes under difficult circumstances.
But for right now, let’s take a step back from looking at more reactive messages.
Let’s look at the bigger picture.
Proactive messages play perhaps a much bigger part in the world of PR. You want to tell your audience stories that are ahead of the curve—that entice them. You want to tell stories that showcase your company as the solution to some of the world’s greatest challenges.
That type of video message can do a whole lot of good—for your company and your community.
Let’s look at a few ways that video PR can inspire change (and make your company look great while you’re at it!)
This instructional video for Goodwill of North Georgia was created to support their mission to help Georgians find work.
1. Community engagement video
Bolster people’s view of your company’s ethics by crafting video content surrounding your engagement with the community—or communities—you’re in. Whether there’s a new development or product initiative in your company’s future, release content that ramps up excitement for the change and the positive effects it’ll have on others.
This type of video has the power to strengthen existing community ties and bolster support for the good you’re already doing. Community leaders are much more likely to embrace a new partnership or community venture if they see your best people speaking about a) what your presence means for them and b) how you’ve taken possible concerns into account.
2. Employee engagement video
Use video to highlight upcoming employee wellness initiatives or changes that enhance your employees’ internal communication and morale. This type of video can perform the dual function of increasing internal company camaraderie and setting an employee care example for other organizations. Additionally, this type of video attracts quality talent, simply by showing that your company prioritizes its great employees!
A helpful strategy here is to broadcast words directly from the mouths of your best workers. Have employees fill out a questionnaire detailing their thoughts about how the company’s new initiates make a difference, and ask a few responders if you can use their thoughts in a tasteful video piece. Better yet, schedule some relaxed on-screen interviews for a few of your workers and ask them to speak about their positive reactions to the new initiative.
3. Social responsibility video
Get footage of your company acting on its beliefs to capture positive PR that also says something meaningful. Whether it’s employees participating in a service day for a local charity organization or your CEO making a mindful public comment, use video to turn these moments into a force for good.
Especially important if an upcoming project involves activity outside of the office, make sure you get boots on the ground and start filming the action. This genre of video will cement your company’s name in viewers’ minds and bring awareness to the issue your employees are addressing. Perhaps your company’s action will inspire others to volunteer for the same cause!
Video inspires change.
It’s a powerful medium that can make a difference—so start brainstorming ways you can use video to make a difference inside and outside your company!