Create Videos Reporters Want
Creating videos that reporters want to use is essential for enhancing the impact of your press release. High-quality video content not only grabs attention but also makes your story more appealing to journalists and their audiences. To maximize the effectiveness of your press release videos, consider the following best practices:
- Include Reader-Focused Captions
Captions play a crucial role in making your video content accessible and engaging. They ensure that your message is understood even when the video is viewed without sound, which is common on many platforms. Craft captions that accurately reflect the spoken content and highlight key points. Reader-focused captions not only aid comprehension but also improve the video's searchability, making it easier for journalists and audiences to find and share your content. - Create Compelling Video Soundbites
Short, impactful soundbites make your video more shareable and attractive to reporters. Focus on delivering clear and concise messages that encapsulate the essence of your news. These soundbites can be easily incorporated into broadcast segments or online articles, providing valuable assets for journalists. Ensure that your key messages are front-loaded and memorable to capture and retain the audience's attention. - Remember That Lighting and Sound Quality Matter
High production values reflect professionalism and enhance the credibility of your message. Poor lighting or sound quality can detract from your content and discourage journalists from using your video. Invest in proper lighting setups and high-quality microphones to ensure that your video looks and sounds polished. Attention to technical details demonstrates your commitment to quality and makes your video more appealing to media outlets. - Customize Your Videos to Speak Natively to the Audience You Are Pitching
Tailoring your video content to the specific audience increases its relevance and effectiveness. Consider cultural nuances, language preferences, and regional interests when creating your video. Use terminology and references that resonate with the target audience, and if necessary, create different versions of the video for different markets. This personalization shows that you understand and value the audience, which can enhance engagement and reception. - Provide B-Roll So Editors Can Shape Their Own Story
Supplying B-roll footage gives editors the flexibility to incorporate your content into their stories in a way that fits their narrative. B-roll can include additional footage of products, facilities, events, or contextual scenes related to your news. By providing high-quality, relevant B-roll, you make it easier for journalists to use your material, increasing the likelihood of coverage. Ensure that the B-roll is well-organized and clearly labeled to facilitate its use. - Avoid Videos Featuring Stock Footage and Overlay Text
Original content is more compelling and trustworthy than videos that rely heavily on stock footage and overlay text. Journalists prefer authentic footage that adds value to their stories. Overused stock images or generic visuals can make your video feel impersonal and may reduce its appeal. Instead, focus on creating original footage that tells your story effectively and provides unique insights or perspectives.
By adhering to these best practices, you can create video content that is not only visually appealing but also strategically aligned with the needs of journalists and media outlets. High-quality, thoughtfully crafted videos enhance the storytelling power of your press releases, making them more attractive to reporters and ultimately more impactful in reaching your target audience.
