On-line video viewership has grown 13% in the past year alone. (We’ve seen a similar growth in the number of journalists who now say they want access to transferable video, up by 15%). As the web becomes increasingly important in the lives of consumers and the media, savvy PR and marketing professionals are looking for ways to stand out from the pack and make video work for them. Here are 3 good ways to do just that…

Newsroom Video
The American Academy of Orthopaedic Surgeons wanted to make it easy for journalists to view, download or grab video players of their many useful and informative videos. They also wanted to make their newsroom a bit slicker. So, they pulled in PWR to create this video module which streams off our server but fits seamlessly into their newsroom. Visitors to the page are invited to click through a library of videos to see what’s available. They can download files or just grab a player embed code to easily transfer the player to their own site or blog. It’s easy, slick, handy for the press, and painless for the client. Click to view.

Video Marketing Tips

Norton Norris is a mid-sized marketing firm that helps colleges increase admissions. They have unique and valued insight they want to share on an on-going basis with their subscribers. We worked with them to create monthly video tips to email to their list. Their subscribers love them and frequently forward and share. In fact, their video tips have been such a hit, they recently found a very creative way to use video to get the attention of participants of a conference they were about to attend (and truly, you can’t beat tumbleweed and a cowboy hat to get some positive attention—worked like a charm). Click to view.

New Media Release Video Clip Gallery
The Joint Commission recently had big news to share as they rolled out The Center for Transforming Healthcare. In addition to a video introduction to the Center and a standard b-roll package, The Joint Commission produced simple interviews with executives from participating hospitals. We worked with them to edit each video into short but informative clips and loaded all their video into players so journalists and bloggers who got their release could view, download files, or easily transfer the players to their own sites and blogs. This is a great way to deliver interesting digital content to the media, who are now looking for just that. And, by offering a variety of short clips rather than just one long b-roll package, they made life easier for journalists who want to use video but don’t have the time or resources to edit on site. Click to view.

Video has a powerful impact. It’s easy to share on social platforms, it’s much less expensive to produce than in the past, and more and more people have access to it as technology is improving. Get creative with your video and make it sharable and transferable. Then you too will stand out and get noticed (and we mean that in a good way).
 
Source: Nielsen 2009 Three Screen Report
Source: PWR New Media 2009 Journalist Survey