The public relations profession is built on a foundation of two-way communication. Whether it’s working with the media, writing a tweet or building a website, communications professionals are tasked with raising awareness of their employers’ or clients’ work and perspectives -– and learning from and responding to the conversation.
Video sharing sites like YouTube are an excellent way to break the ice because nothing online is as personal and human as video. And right now, few activities online are more popular. In February there were 139.2 million unique online video viewers in the U.S. who spent an average of nearly 4 and a half hours watching video on computers at work and at home. Not surprisingly, YouTube was the leading online brand for video, followed by VEVO and Facebook.
With such a huge opportunity, how can PR pros tap into the power of sites like YouTube? It’s certainly a challenge — for every viral video, hordes more go unseen.
Below, we highlight a few ways you can use online video to execute your communications programs.
Kick off a campaign
PR pros are often called upon to develop and execute plans to introduce products, services and other organizational campaigns — video is often an excellent way to raise awareness about news and announcements.
For example, last year the Cleveland Clinic launched a public health campaign targeting its home base of Northeast Ohio, encouraging people to get active. Leveraging local sports celebrities like Mike Holmgren from the Cleveland Browns and Byron Scott from the Cleveland Cavaliers, as well as its own health star Dr. Michael Roizen, the clinic aimed to build buzz and get people engaged in the new campaign using both traditional and online media.
Crisis management
In times of crisis, video is one effective way to respond to questions and help calm fears. By acknowledging those fears and answering questions quickly, organizations can show that they take the issues seriously and are committed to keeping the public informed.
For one example, search “flu” on YouTube and the third most-viewed video you’ll see comes from the Centers for Disease Control and Prevention, with more than 2.1 million views. Amid widespread fears around the H1N1 (“swine”) flu in 2009, the public was fearful and wanted to know the latest from the government, including the risks and ways they could protect themselves and their families. To respond, the CDC tapped an expert in its Influenza Division to provide more information.
Online communities
Tapping into the pulse of online communities is vitally important for public relations and communications professionals. YouTube and its millions of viewers and producers often form fascinating communities not only through videos but also through comments.
One such community has grown around the work of Bill Woods, the vlogger behind 1happydiabetic. Through his YouTube channel, Woods covers topics ranging from everyday living tips to advice for newly diagnosed diabetics. He responds to viewer questions on YouTube and has extended the community over to his website 1happydiabetic.com, where visitors can talk on a message board and comment on blog posts. Conversations like these provide more than just interesting insight into the mindset of the public. There may be a time when it makes sense for you as a company’s representative to respond to comments. In some cases comments can highlight an emerging positive opportunity — or even a brewing crisis.
Boost your brand
Want to step up your digital communications campaign using YouTube? Integrate the look of your profile page with your website homepage or other online communications channels. Creating consistency and connections to other channels makes it easier for visitors to get more information from your online resources.
An excellent example of this comes from the Mayo Clinic, which has made a name for itself as a social media innovator in the health space. The Mayo Clinic’s YouTube page, which hosts more than 1,200 videos and boasts nearly 4 million video views, mirrors the organization’s website design, enabling YouTube visitors to not only watch its videos but click through to learn more about medical services, connect with other social channels and even schedule appointments.
And there are many more good reasons why working with Little Orchard to formalise your video strategy and channel planning can reap great dividends. Ask to speak to our planning team today… on 0845 838 7396
Tags: boost your brand, channel planning, crisis management, online communities, PR video, video content, video for social media, video planning, video strategy, VSEO, You Tube
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