Public Relations Tactics

The Reel Deal: 5 Essential Components of Video Strategy

August 3, 2015

[ikon images/corbis]
[ikon images/corbis]

PR pros are often slow to adapt to new types of media and promotional techniques. The profession is still trying to catch up with online publicity and inbound marketing as well as one of its key components: video.

Inbound marketing, otherwise known as “pull PR,” lets your prospects find you and attempts to position your organization in the most advantageous way possible, often through search engine optimization. Traditional public relations, or “push PR,” approaches prospects directly, but when used online, people often mistake it as spam and it becomes counterproductive.

It’s important to handle video through inbound marketing with an initial focus on YouTube, often characterized by its aficionados as the largest search engine besides Google. Here are five tips to help you get started:

1. Screen-capture software

Before you even open a YouTube channel, you must know how to create a video yourself. The simplest way to do so involves the use of screen-capture software. The only additional hardware you need is a basic external microphone. Then, you can create a how-to, instructional video by narrating and commenting on the changes occurring on your computer screen.

Camtasia provides user-friendly software for this purpose, and it’s reasonably priced. It will let you edit any video you download from YouTube, simply by saving the video as an .mp4 file and then uploading it onto the program interface. Camtasia also provides a get-started video that gives you step-by-step instructions.

2. Video optimization

Once you have mastered the basics of video editing, you are ready to start optimizing your YouTube channel. The number and quality of inbound links to your website drives Google’s ranking algorithm. When uploading videos to YouTube, you can include a URL to any page of your website at the beginning of the description field, thus creating an additional inbound link.

Moreover, you can provide an incentive for visitors to your YouTube channel to click on that link by posting only excerpts on the channel with a link to the full video embedded on one of your web pages. Then, add a statement to your uploaded excerpt such as, “See the full speech at” 

3. Website media room

Every PR agency should make sure that their clients’ websites contain a media room. It will become a repository for all of the publicity that you create for the client, including press releases, email newsletter archives, radio interviews and video clips. Set up each category with its own landing page and list the specific publicity items.

A media room also serves as a one-stop shop for journalists interested in learning more about your organization. You can email the various landing page links to reporters, or the media room can serve as a location for inbound marketing. Including a category for video is essential as you start to create clips for your client.

4. Multiple video platforms

As you become more sophisticated in your video capabilities, you will wish to expand beyond the YouTube platform. Vimeo is a good place to start. Posting a video clip is relatively straightforward, and you can also explore other video sites simply by searching for them on Google.

A video aggregator will help you distribute your clips to multiple platforms simultaneously. TubeMogul, for example, will save you from spending vast amounts of time opening video accounts one by one, finding and complying with their guidelines, and then uploading and posting your clip. 

5. Videos within social media

Including videos in your social media posts will improve engagement and expand the reach of whatever platform you choose. Include a short teaser in your comment with the video to give the visitor an incentive to watch it. You can post, share or forward interesting videos in the same way you would post a noteworthy newspaper article. The process is easy and seamless on almost all social media sites.

Here, you can also use the same video strategy that you used with YouTube. Post a short clip or an excerpt on the social media site with a link to the full video residing on your website.

Another video site that you can try, just for fun, is called This site lets you create a video by selecting electronic images, music and a presentation style. Then, it mixes them all together and sends the final video to your email address.

PR professionals must overcome an understandable inertia to move more fully into video publicity for their clients. Put simply, learning about video publicity is as easy as executing some of the recommendations above in a step-by-step manner.


For more information, visit Cut-It-Out Communications.

Willy Gissen
In 2003, Willy Gissen founded Cut-It-Out Communications (, a full-service Westchester PR agency focusing primarily on online publicity. Services include SEO, website development and corporate blogs.


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