Ronn Torossian On Implementing Video PR Campaigns

Video content has become a vital part of any successful multifaceted PR campaign. While there is no doubt print media remains powerful and effective, adding a video component creates a more dynamic, user-interactive connection. So, how can you be sure your video content will be both connective and compelling? How can you set out to craft video that will turn into measurable results for your business or brand? There’s no single answer to those questions, but you can implement a few proven steps that will transform your Public Relations content into a dynamic, connective multimedia experience for your target audience. 

Understand the Outcome 

We all know about viral videos, but do these flashes in the pan actually drive significant value for the brand involved? The answer is sometimes yes and sometimes no. The very nature of viral videos is transitory. People grab hold of something fast, but they let go just as quickly. 

A better goal is to plan a video campaign with specific outcomes in mind. The idea of beginning with the end in mind is that this approach forces you to consider what you are trying to achieve as well as all the steps it will take to get there. You will consider what you are trying to accomplish as well as who you are trying to connect with. That will lead to content that is more closely aligned with what will compel your audience to respond, rather than react. Bottom line, when you plan your video campaign with the end in mind – that being a sale, rather than just a view – you will generally get more out of that campaign that you will a random viral video. 

Perfect Your Approach 

Some successful marketing and PR videos make the brand the focal point of the content. Others just use the video as a driving force for an idea or a value that represents the brand. The company is still there, but it’s further in the background. Both approaches can be successful. 

Two recent ad campaigns featured videos that got huge responses and kept the brand front and center. Dove has done a series of body positive, people-affirming spots where the Dove brand is featured throughout, directly connecting the brand with the message. A more recent example, Gillette produced what became both a celebrated and controversial commercial about manhood. The company could have pulled the brand back, and just done a video featuring its product but focused entirely on the message. Instead, the company led with the brand as the originator and purveyor of the social message.

A few years back, Beats by Dre released a video around the World Cup called The Game Before the Game. The spot turned into a massive success for Beats, even though it barely mentioned the product. The headphones were there, but they were periphery, while the focus was on the people and the passion for the game. The spot was cool, connective, and riveting. Entertainment, brought to you by Beats. 

Choose the Right Length

Every video, short or long, should tell a story. But your audience will have certain expectations based on where and when they encounter your video content. Too long for the context and people will click away. Too short for the context and you leave people frustrated, wanting more for their time. 

Build the Story for the Audience 

Too many people make the mistake of creating the story they want to tell then forcing it on the audience. This is exactly backwards. While you want to get your message out there, you need to craft the story with the audience in mind.


About the Author: Ronn Torossian is CEO of 5WPR, a leading PR agency.

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