For the past few years, video marketing has become a dominant tool for captivating audiences and expanding brand awareness. But if your campaign failed to drive results, perhaps it needs more intensive aid from the PR team.
Public relations (PR) can be one of the solutions available for marketers and business owners to support their video marketing campaigns. In this case, PR strategies can help your brand use a broader method to communicate your messages to specific audiences effectively.
We’ll delve more in-depth into PR and marketing. From creating a positive brand image to reinforcing your marketing messages, we’ve curated the eight ways PR can help your video marketing campaigns. Let’s start with the basics!
Modern public relations (PR) for marketing campaigns
Public Relations (PR) is about building trust and genuine connections between brands and those who matter to them. These people range from customers, investors, journalists, and employees to business partners.
A well-executed PR campaign acts like an extension of the brand, engagingly telling its story. And today, successful PR goes beyond press releases and media kits, even though those two strategies are still relevant.
Modern PR heavily involves using social media, collaborating with influencers, showcasing thought leadership, managing blogs, and organizing community events. These strategies help brands connect with their audience, stand out in their industry, and create a positive reputation.
Then, how can PR aid your video marketing campaigns to create top-of-mind awareness? Before discussing this issue further, video content can be in many forms, including product demos, explainer videos, interviews, testimonials, etc.
While videos remain the king of content, your PR strategies should go hand-in-hand to boost your campaign’s visibility. Here are the eight ways PR can help you improve your video marketing campaigns.
#1. Generate a positive brand image
In a company, public relations often works alongside sales and marketing teams. They focus on excellent written and visual communication distributed through various media channels. The main objective is to spread a positive image by telling engaging stories and sharing relatable experiences.
For example, your brand can create a positive image by allowing your representative to become a speaker at an event. PR must know what messages should be delivered to build credibility and frame its brand to become the thought player in the industry.
There are many more creative approaches to achieving a positive image. It involves strategic planning by the PR and marketing team to create video content, deliver messages, and leverage platforms and events that align with the campaign objectives.
#2. Establish credibility for your brand
PR can establish and reinforce credibility for a brand within its industry and among its target audience. For a video campaign, PR can build a brand’s credibility through thought leadership opportunities and endorsements from influencers or industry experts.
Your PR team can secure positive media coverage by reaching out via emails to journalists and online media outlets. The role of earned media enhances the perception of the company’s expertise and reliability.
Effective PR also involves managing the company’s reputation when problems arise during the campaign period. Demonstrating transparency and accountability further enhances the brand’s credibility, showing it can handle difficult situations with integrity. Additionally, implementing an SPF checker can be a fundamental component of your email security measures, helping to safeguard your PR communication. ensuring that your reputation management efforts remain secure and credible.
#3. Create buzz on multiple platforms
The proper PR strategies can generate excitement and buzz around a brand’s initiatives, products, or events across various media platforms. Through compelling video content, PR professionals leverage social media, traditional media, and industry blogs to expand brand awareness.
For instance, a well-planned product launch might involve social media teasers, influencer partnerships, press releases, and live events. A PR team should distinguish which content suits a specific audience, such as video presentations for investors, product demos for journalists, and explainer videos for general audiences. To create videos of these types, you can use Canva or Canva alternatives, most of which are available for free.
#4. Share campaign values professionally
In modern PR, it’s essential to communicate a brand’s values and mission through campaigns that align with its core objectives. PR professionals play a vital role in crafting and delivering these messages professionally and compellingly.
They ensure the brand’s values are clear, consistent, and resonate with the target audience. If the campaign aims to promote a voiceover platform, PR can create campaigns highlighting the features through media coverages and pitch to voiceover artists for collaborations.
PR teams should convey these campaigns professionally and attractively via press releases, social media posts, and interviews to effectively showcase the brand’s commitment to its values. And video content can be the primary tool to support those efforts.
#5. Reinforce marketing messages
PR and marketing can work together to reinforce and amplify each other’s efforts. While a marketing team focuses on promoting products to target customers, PR supports these efforts by creating a broader context and narrative around the brand.
PR can create media coverage emphasizing the brand’s campaigns, pitch directly to potential investors, or build collaboration with relevant organizations. These strategies help the brand’s campaigns to address a broader audience with personalized methods.
Related read: What PR Can Learn from Marketing
#6. Drives brand to be prepared for the market
PR plays a pivotal role in preparing a brand to face the market and its challenges effectively. A PR team excels in conducting market research, analyzing industry trends, and understanding the competitive landscape.
For instance, before launching a new product campaign, PR professionals may identify market demand, gather customer feedback, and assess competitor strategies. Based on this analysis, they can assist in refining the product positioning, identifying key selling points, and developing appropriate messaging.
Furthermore, PR prepares a brand to handle unexpected situations or crises. They can develop accessible communication to handle media inquiries to ensure the brand responds to any challenges swiftly and confidently.
#7. Enhance campaign SEO
More technically, PR efforts can positively affect search engine optimization (SEO). PR can significantly enhance a brand’s SEO by strategically integrating relevant keywords and links into its campaigns and content.
PR professionals collaborate with digital marketers like Socius Marketing and content creators to identify high-impact keywords and phrases that align with the brand’s messaging and target audience. PR can boost a video campaign more discoverable through press releases, articles, blog posts, and social media content.
Moreover, PR efforts can generate valuable backlinks from authoritative websites. When media outlets, industry blogs, or influencers feature the brand or link to its content, it improves the brand’s domain authority.
Related read: Why Combining Content Marketing and PR is a Smart Move
#8. Motivates your brand to reinvent
The PR efforts to engage with stakeholders, monitor industry trends, and adapt to changing market dynamics can catalyze a brand’s reinvention. PR professionals often encourage brands to stay agile and innovative to refresh their image and address customer needs.
PR helps brands identify areas for improvement and innovation through market research, competitor analysis, and consumer feedback. PR plays a role in sharing the brand’s reinvention story with the public.
Therefore, they can create a narrative, auto video maker, and video content that resonates with customers and stakeholders. Reinvention pushes brands to stay relevant, competitive, and forward-thinking in their industry, resulting in longevity and growth in an ever-changing business landscape.
Takeaway
Public Relations (PR) has emerged as a powerful ally in elevating video marketing campaigns. Implementing the proper practices can bring credibility to your brand, foster authentic connections with partners and audiences, and enhance your brand’s reputation.
The above eight points are your reasons and signs to incorporate PR into your video marketing campaign. PR practices can bring you new opportunities to explore fresh strategies, revamp your approach, and remain relevant in a competitive and rapidly changing industry.
In addition to comprehensive media monitoring services, Burrelles offers access to an immense global database of print, online, and broadcast journalists, influencers, bloggers, and analysts, as well as press release distribution services. Contact us to learn more or to request a live demonstration.
Guest Contributor: Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
You can connect with him on Twitter, LinkedIn, or elsewhere.
The copy and opinions expressed here belong solely to the author and do not necessarily reflect those of Burrelles, our employees, partners, or affiliates.