Creating videos for public relations requires you to be at the top of your game for your client. Within a very short window of time you must get attention, engage your audience and inspire them to take action. If your client is currently an unknown or someone with a poor reputation/record, the PR video is very delicate. You need to decide how to approach unapproachable topics, show your client in the best light, and leave your audience with a lasting good impression both of your public relations video and the client.
Each fine detail must be attended to to achieve the desired results. Something as simple as the lighting on someone’s face can leave a positive or negative impression. And beyond that it’s about knowing your client’s target audience and conveying the message in terms to which they relate and a tone that will inspire.
In the very short amount of time, your visuals must tell a story. What does the client care about and want the audience to understand about who he/she is? The audience shouldn't have to think too hard about what you are trying to share about your client. Relate to the audience. It should help the client make an instant connection either because the audience says "that could be me" or because they respect that someone is willing to do what the client is willing to do: help the homeless or abused animals, save the forests, create jobs, etc.
Sympathy, rage, desire, these help create a memory imprint and a connection. Why is your client upset about an injustice and what is he/she doing to resolve it? Your client should never appear a victim of circumstance, bad reviews/publicity, but a relatable overcomer.
Imbed sharing widgets for social media. Put the audience to work for your client. The video should create the instant urge to share. But this moment may be fleeting so make it a "no-brainer" and logical next step after watching the video. Youtube, for example has almost 1 billion users so imagine what kind of sharing power you can put behind your client not to mention the exposure for your video production skills.
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