10 reasons PR pros should use video

I’ve often argued that video is a tool of social media. As PR departments take on many social media responsibilities, we see them becoming more actively involved in the creation and deployment of social video content.

Viral videos, branded entertainment, Web series videos and video-game trailers top the list along with original, entertaining product launch videos. This new breed of video content, rather than simply supplementing the efforts of PR teams, is often spearheading them.

Here’s a list of 10 key ways that video is being used by PR professionals to help brands, businesses, organizations and individuals tell their stories.

1. Pitches and press releases. Videos make pitches and press releases infinitely more interesting and engaging. Referencing a hot new viral video, the latest video in a Web series, a video announcement from a key corporate player or simply a fun, informative video about a product can make a huge difference in how a pitch is received. Video gives journalists, bloggers and publications more content to share with their visitors.