Date: 17 November 2017

Subject: The Reel Deal; 5 Essential Components of Video Strategy

MLA Citation: Gissen, Willy. “The Reel Deal.” Public Relations Tactics, vol. 22, no. 8, Aug. 2015, p. 18. MasterFILE Premier, EBSCOhost, Accessed 16 Nov. 2017.


Research Assessment #7

My seventh research assessment focuses on how PR relates to inbound marketing, and how video strategy plays into this relationship. After looking deeper into the “marketing umbrella” mentioned to me by Ms. Amy Power, my third interview, I became curious as to how PR relates to marketing, and this particular relationship snagged my attention.

Inbound marketing, by definition, is “a strategy that focuses on attracting customers, or leads, via company-created internet content, thereby having potential customers come to the company rather than marketers vying for their attention.” Traditional public relations is “push” public relations, or pushing a company towards customers, while it is “pull” public relations that associates itself with inbound marketing. Thus, by attempting pull PR and therefore inbound marketing, companies allow potential customers to find them rather than vice versa. Inbound marketing is also an effective way for companies to secure new customers that they may not have previously been marketing to- that is, those outside of marketers’ target audience.

Video content can be of great benefit in pull PR, as it gives a look into what the company produces, what their values are, and what their goals are. Therefore, being up to date on the latest technology and knowing how to produce effective content is crucial to successfully drawing customers in. Video strategy, such as screen-capture optimization and video optimization, can help PR specialists strategically and effectively place their content so that the most customers see it as possible. An example of video optimization would be connecting every piece of marketing to something else to do with your company (a website, social media accounts, etc.), so that you keep customers engaged and allow them to continuously learn more and more. This moved me to consider learning more about video production and strategy, as it may help me build my skill set by improving my digital design skills and making me a more well-rounded professional.

Furthermore, I learned the importance of the inclusion of a media room on a client’s website. A media room is a sort of resume for all of the times a company has been featured in different media, including magazine articles, TV segments, newspaper stories, and more. Showing customers how much media exposure a company has gained obviously reflects positively on the company’s PR as well as increases its credibility; personally, I know I would rather support a widely-known and recognized company than an unfamiliar one. I have seen media rooms on the websites of companies before, and they really do make customers want to invest more into the company and maintain a positive relationship; it reinforces the positive qualities one sees in the company, and it showcases the importance of the company’s PR.

After this assessment, I know more about how PR relates to marketing, and I believe that knowledge of this relationship will give me a better idea of how to holistically market to a target audience more successfully than ever before.

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