The video news release (VNR) has a mixed reputation due to its promotional nature but, whatever way you look at it, whether you’re a company, broadcaster or PR agency, the day has come to embrace it as a powerful tool.
VNRs, whilst marketing a brand, can give the broadcaster unique, difficult-to-secure, expensive footage for free. These days VNRs aren’t the overt sales pitch they once were. Instead, they feature subtle product and logo placement, and professionally arranged interviews in nicely edited, slick productions.
Or at least, that’s what the good video production companies are doing.
VNRs have grown in popularity thanks to the increase in video as a communication tool. The Internet is bursting with video thanks to YouTube, Vimeo and the many other websites and social media platforms set up to enable easy access to video through computers, mobile phones and tablets.
There simply isn’t any argument for using video in PR anymore. The question is – how can the success of it be measured?
Video can spread like wildfire. It can be distributed by networks and used worldwide in seconds by anyone. That’s the great thing about it however that has posed problems with monitoring usage.
Because of the unknowns, coverage reports have, historically, been based heavily on assumptive calculations.
Using an invisible, indelible code, it is now possible to embed, or watermark, each video, follow its distribution and track where it’s used – everywhere.
The watermarking enables you to precisely verify airings of your videos and track the number of times your release has been featured, for how long it ran and how many times it was viewed.
This means you can now quantify exactly how successful a video news release, commercial or event broadcast has been, accurately.
Is this taking the job away from the PR agencies? Far from it.
Any assumption on potential coverage is history as the watermarking and reporting shows the PR agent exactly where the VNR has aired, providing an accurate picture of what is needed for the follow on campaign. Above all, efficiency is vastly improved, time is saved and results are achieved.
WRITTEN FOR REUTERS RR by Kia Cranwell, copywriter