How To Incorporate Web Video int

How To Incorporate Web Video into Your PR Campaign

Presented by Mark Looker, Looker Communications Consulting www.lookercomm.com

Wednesday, Oct. 14, 2009 Central Valley Public Relations Organization (CVPRO)

A few simple tips:

· Budget. Rule of thumb is $1,000 per one minute of finished video.

· Creative Comes First! Think about “Why” your organization wants to produce a web video. What results do you want to achieve?

· Know Your Audience. Craft your message to that audience.

· Think about the images you want to capture and the message those images will project.

· Script writing is very different from press release writing—fewer, simpler words needed.

· Short is good - -videos more than five minutes in length will not be as well watched.

· Pick a production company that makes the effort to understand your needs.

· Local is good—Modesto area has a lot of good video production companies.

· Consider the location for the film shooting –get outdoors if you can.

· Who will speak for your organization? The one with the biggest title may not be the best spokesperson on camera.

· Post production. Be hands-on. Ask a lot of questions no matter how dumb! Insist on quality

· Distribution. Don’t just post it to your website. Send out link via email to supporters and media. Use Twitter, Facebook, MySpace to aggressively push out your video.

· Self-promote. Send out press release announcing your video with embedded link; write an article for your newsletter.

· Analyze results. Did you achieve the results you wanted? You can quantify through “hits” but it’s also very subjective.

Examples of web videos produced for my clients:

* A basic "Who We Are" video for the California Poultry Federation. (5:31) (Barbosa Video) http://www.cpif.org/index.php?option=com_content&task=view&id=61&Itemid=77

* A promotional video for WUD annual convention (3:22) http://wud.telefeed.com/#wud-convention (Alexandria Perrin post production. Shot with Panasonic DVC-30 digital camera by Mark Looker)

* A Video News release prepared for Western United Dairymen as it promoted the first biogas milk tanker truck in the U.S. (4:16) (Alexandria Perrin)

http://wud.telefeed.com/#Biogas_Digester_at_the_Hilarides_Dairy

* Wired Magazine coverage

* A video report on an Almond Environmental Stewardship tour held every Spring for regulators and news media - - 2008 (Approx 6 minutes) (Cornerstone Studios)

http://www.almond-board.com/files/AlmondBoardTour_dialup.mov

* 2009 Almond Tour video (Alexandria Perrin) (Approx 4 minutes) http://vodspots.com/almondboard/

* Personal profiles of dairy producers as part of Western United Dairymen's ongoing effort to put a "face" on dairy producers. (Alexandria Perrin) (6:50)

http://wud.telefeed.com/#Durrer_Dairy_Finished

* California Milk Advisory Board videos http://realcaliforniamilk.com/people

* Dairy Goddess Video blog http://dairygoddess.wordpress.com/

* Modesto Rotary Club Membership Drive (5:36 )(Never Boring Films) http://vimeo.com/6798976

* Doctors Medical Foundation promo video (:50)(Never Boring Films) http://vimeo.com/4516143

* Funny local political commercial (:50)(Alexandria Perrin) http://www.youtube.com/watch?v=rzO2qn18mEM

Web Video Production Companies Resource Guide