“And…Cut! How Not To Pitch Video Content”

Last night a top-tier blogger told me they were having problems with people using video to promote and pitch their company. To make sure video doesn’t become the new press release that pisses journos and bloggers off, I wanted to share the problem and discuss a couple of ways to pitch video effectively.

Problem

Startup Z wants Blogger X to write about their new product announcement, so they send a video. Nope, not a link to YouTube. Not a link to a social media news release. Nope, they send a 60+ MB file as an attachment with no textual support. They also offer a link to a YouSendIt type place to download. Why is that a problem?

Think about it like this:

  • Assumes blogger is near a connection that can download
    • Many bloggers travel like nomads going from conference to conference
  • Assumes bloggger has time to download 60+ MB
    • As a rule of thumb, if you can’t send it from your email, maybe you should rethink the file size
    • Is a link better?
  • Assumes blogger will open it
    • I generally don’t open unsolicited attachments for fear of computer viruses
  • Assumes blogger has the proper program to play that file format
    • Sadly, we don’t have universal standards on video. Some blogos are Mac-based while other are strictly PC (shocking!)
  • Assumes blogger has time/brainpower to sit and watch the video
    • At the end of the day, I just dont have the strength to watch another video

Solution

I love video more than most people in PR and applaud anyone trying to create content that tells their story in innovative ways. As we as an industry try to figure out how to integrate these new technologies into our campaigns, we may encounter a few hiccups along the way. You want journos and bloggers to be interested in the content you are creating, so be mindful when you pitch them

To make sure your video gets the attention it deserves, try these steps:

  • Load the video to YouTube, Vimeo, Viddler, Blip.tv (Need help choosing? Read our review of the top video platforms)
  • Under Embargo? Not ready for the world to see the video?
    • Blip.tv allows you to create password-protected videos. Send a link with the password to the bloggers and reporters you do want to share the vid with
    • Blip.tv also allows your viewers to download the video in a variety of formats that the viewer chooses
  • Send a text summary (preferably bulleted) in the email alongside the video
    • Watching a 3 minute video may not seem like a big investment, but it is. Give journos and bloggers an alternative
    • Bullet out the key points so the journo or blogger can see if it’s something they are interested in
    • This also helps ensure that all the messages and facts you want them to pull from the video will at least be acknowledged

We all want to do the best things for our clients. Whether the video is featured in a post on a top-tier blog, inspires another post or gets picked up by several long-tail bloggers, the visual format can have a significant impact on your audiences. Just be mindful of the people you are pitching and you can guarantee your content gets the attention it deserves!

How do you pitch out your video or audio content? Let us know in the comments!

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[The above photo, “Digital Alarm Clock” by Endless Studio on Flickr, used under Creative Commons]

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1 Comment

Filed under Best Practices, Blogger Relations, How To, New Media, Public Relations 2.0, Social Media, Video

One response to ““And…Cut! How Not To Pitch Video Content”

  1. jkings

    Right on, great post. To your point, 3 minutes is a bigger commitment than most might think. Generally, I think 60 seconds or less works even better. The elevator pitch rule of thumb can still apply…

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