The Ways of Modern PR and Video for the Social Marketer
By Kristin Rose on May 10, 2013
The world as we know it is rapidly evolving. From how we interact with others to how we work, there is no denying that technology is the driving force behind it all. Technology is now faster, smarter, smaller and more prominent than ever before, and we as a unified workforce have become utterly dependent on it.
Take public relations for example. A line of business that was once highly reliant on lengthy press releases and generic email pitches has now drastically changed. Press releases are now shorter and very much catered to a specific audience. Most press releases today also incorporate a video, images, some form of media or links to supporting images.
Press releases not only need to be newsworthy, credible, captivating, defendable, they also need to be short and punchy since we have become accustom to the fast paced ways of social media, and don’t have time to sift through thick and wordy content.
Speaking of social, successful PR campaigns also make use of their social platforms for promotion. Watch Jessica Moore, Oracle’s Oracle’s PR webpage to contact your regional PR lead.and Lydia Smyers, Group Vice President of WWA&C - Programs and Communications, as they discuss how PR has evolved in the past few years, and how Oracle can help get you up to speed. Visit
The World of Video –What a Beautiful World It Is
Another important shift, thanks to technology, is in the way we communicate through video. Today there seems to be a lot of buzz around video, and rightfully so! Video is simply in the “sweet spot” of how we as humans consume information. According to Vision Group Research, FMRIB, at the University of Oxford, UK, "64 percent of all human communication is non-verbal". With video you can include these important non-verbal queues; it is easy to access and easy to comprehend. To quote an old Chinese Proverb,
“Tell me and I'll forget, Show me and I may remember, Involve me and I'll understand”.
Watching (and becoming involved in) a video promotes greater comprehension and understanding. How many times have we had to re-read a paragraph because we didn’t absorb the content the first time?
The bottom line is that video works; there is no doubt about it. The question then, that we as business folks are left with is, when is video the right tool? Before answering this question, you must first determine who your audience is and if the message you are trying to convey to that audience is best served by a video. Dig a little deeper… what are your audience/customers business problems that you want to solve? Can this be done in a video? What will your tagline and key take-always be? What is the appropriate brand “voice” and tone you’d like to use to convey these key take aways?
A successful video does not have to be expensive and it should be short and sweet. Watch David Boyll, Director of Digital Media Technology for Oracle Brand Marketing, and Lydia Smyers, Group Vice President of WWA&C - Programs and Communications, as they share some ways to incorporate video into your marketing tools and get started with video. You can also follow David on Twitter at @dboyll, and use him as a resource on this topic.
We hope you liked the tips and tricks provided in these videos. As always, leave us your thoughts and comments below.
That’s it for this edition of Social Marketing for Today’s Modern World!
The OPN Communications Team