How do you capture attention in a world where content is consumed in seconds? Video has become an essential force in media relations. It’s no longer a supplement to press releases or written content—it’s become the centerpiece of many successful media strategies. From helping brands tell their stories more effectively to building stronger relationships with journalists, video offers opportunities to elevate your company’s media outreach.
The Shift in Media Consumption
First, it’s important to understand how media consumption habits have evolved. The days when traditional print or even online content was the go-to for news and updates are gone. Today, video dominates. According to recent research, over 82% of internet traffic was from video alone. Social media platforms, news outlets and business websites are increasingly relying on video to convey messages in an engaging and visually appealing way.
Visual Storytelling: Connecting Emotionally with Audiences
One of the most compelling aspects of video is its ability to engage audiences on an emotional level. Through visuals, sound and narration, video can convey tone, context and emotion in a format that text cannot.
When video is shared with media outlets in pitch email, it allows journalists to have easy access to content. For media outlets, this emotional engagement is crucial. Journalists are not just looking for facts; they want stories that will captivate their audience. By incorporating video into your organization’s media outreach, you give journalists a ready-made, compelling piece of content they can use to enhance their own coverage.
Increasing Visibility and Reach
In the digital age, journalists and media professionals are inundated with countless press releases, media advisories, byline articles, pitches and story ideas. Video content is a great way to offer something unique and capture the attention of a journalist.
Videos are easily shareable across social media platforms, websites, and news channels, which increases the likelihood of a message being seen by a larger audience. A well-produced video not only increases one’s brand visibility but also improves the chances of media outlets picking up your story.
Enhancing Credibility and Authority
Video can also help establish credibility and authority. Journalists often turn to video content to provide expert insights or thought leadership. By creating high-quality videos that showcase industry knowledge or the impact of your company’s work, thought leadership emerges.
Consider creating video interviews with company executives or industry experts or filming customer success stories. These videos can serve as proof of expertise, and they offer journalists valuable content that will resonate with their audiences. When reporters see a company as an authoritative voice within a particular industry, they’re more likely to cover the story.
Building Stronger Relationships with Journalists
Media relations is all about building strong, authentic relationships with journalists and media outlets. Video content allows you to create personalized experiences that go beyond a simple email pitch.
Video gives journalists something to work with directly, whether it’s clips for their reports, an interview snippet, or a piece they can embed in their stories. Providing them with media-ready content saves time and effort, making their job easier and improving the chances of a positive relationship.
Next Steps: Integrating Video into Your PR Plan
Incorporating video into your media relations strategy is no longer a “nice-to-have”—it’s a must. The ability to emotionally engage an audience, increase visibility, and build stronger relationships with journalists makes video an indispensable tool in today’s media landscape. Whether a company is launching a new product, announcing company news, or looking to position a staff member as an industry leader, video provides a compelling and versatile way to connect with the media and the wider public.
By embracing the power of video, you not only enhance your media outreach efforts but also amplify your brand’s message in a way that resonates with today’s fast-paced, visually-driven audiences. If you’re ready to explore integrating video production into your PR strategy, reach out to Big Slate Media today!