The incorporation of video content is becoming an increasingly important factor in the success of PR strategies.

Video content is one of the most engaging forms of media available, as can be seen by the ever increasing popularity of online communities such as YouTube.

There are several areas where you can use video content to bolster your PR work.

To strengthen your press releases

Adding video to your press release creates impact and widens opportunities for exposure.

Videos that are clearly aligned to the story of the press release can reinforce you core message in an engaging way. There’s also the added bonus that video is easy to share, meaning you could create a buzz about a story through people reposting your video on social media sites.

It’s also worth noting that video attracts attention from search engines, especially when supported by a keyword-rich title and a paragraph about its content.

To promote the success of client events

If your clients are putting on a special event, consider filming it and editing together a slick video. Post it on YouTube and on the client’s website to promote their business, big up their brand to retailers or attract sponsors for future events.

Creating guerrilla campaigns for your clients

YouTube is chock full of quirky marketing campaigns, the best of which can attract attention from newspapers and TV news as well as enhancing the page ranking of featured client’s websites. Making a video and uploading it to YouTube is relatively cheap, but the exposure for a client’s product or message can be invaluable, especially if it’s picked up on the social media network.

Evaluating campaigns

A video presentation that demonstrates what’s been achieved by a campaign could be the key to building an ongoing relationship with a client. A journalist endorsement captured on film, or a street Vox Pop demonstrating a shift in public opinion, delivers proof that your PR campaign is working.

As a promotional tool for you own business

There are many ways in which video can be used to showcase the credentials of a PR business; upload a show reel of recent campaigns, conduct short interviews to introduce key personnel, post video testimonials from satisfied clients or even create "how to…" videos that demonstrate your expertise. You should also consider using video content in client pitches or putting a plasma screen in the entrance to your office and using a video reel to promote the agency.