Digital Coverage & Why It Works... Part 1 - Video Production

Here at the Relations Group, we often talk about how radio coverage is our ‘bread & butter’ and yeah, we’re pretty darn good at navigating the broadcast world, as it goes. Top quality radio coverage isn’t the only thing we’re sublime at though, whilst being excellent tea drinkers and champions in office banter, we also love a good digital campaign.
So, why is digital coverage so effective? Well, first of all, the internet is without a doubt the fastest growing medium for communication and in 2014 it overtook print media as the primary way in which people read the daily headlines, which is great news for us.
Secondly, people love watching videos online. All of the top news and lifestyle websites - from BBC News to the Huffington Post - will include video content within articles and according to the most recent figures, 6 billion hours of video are watched each month on YouTube. So in terms of creating an online presence and getting a message across clearly and effectively, videos are key and we love making them!

Growth within the digital media communications sector has been huge and is expanding rapidly, so it offers the perfect medium to deliver the PR messages in an engaging fashion to audiences across the web. It is great to be involved in an exciting medium and the creation of bespoke content that really engages its audience. – Rachel Fletcher, Digital Campaign Leader

Our in-house digital team are specialists in online content and have secured coverage for our clients on some of the UK’s biggest websites. Here’s how they do it…
VNR (Video News Release)
For the hard-hitting stories, a VNR is ideal. By pairing an interview with your spokesperson and case studies with facts, figures, and some good-looking B-roll, we can create an interesting, newsworthy and engaging video package to be rolled out across online news outlets. Check out this example of a VNR we created with ‘Care UK’ around whether Brits would look after their elderly parents. Thanks to the timely angle of the story, the strong, human-interest case study and hard-hitting research, the video made it onto news websites such as the Telegraph and the Express.

Motion Graphics
A motion graphic video works really well for campaigns of a more light hearted nature and can be created from scratch around your key messages and themes. Additionally, motion graphics can be incorporated into VNRs as a way to merge facts, figures and brand mentions into the video in a visually appealing manner.
Talking Heads & Features
As the name suggests, a talking head video primarily consists of an interview with your spokesperson talking about your campaign - a simple and effective video. A feature video is similar to a VNR in its format, but more suited to a commercial story where we can include vox pops and ‘fluffier’ interviews to appeal to lifestyle blogs and websites! Here’s an example of a feature video that we created for London Fashion Week...

Events & Webcasts
Whatever the event, whether it’s a product launch, debate or awards show, we’ll come along and film, creating a video production for you for your own promotional use. We’re also perfecting our ability to create webcasts (live online video streaming - a perfect opportunity for public interaction over social media.) Check out this example of an event video that we created with Lego for promotional purposes to celebrate an event held for parents and children to come along and play!
v Watch this space for Digital Coverage & Why It Works - Part 2 next week where we'll give you the low-down on infographics and press releases...
To find out more about our services in digital and broadcast PR, don’t hesitate to give us a call on 020 7158 0000!