How to Plan Your Next Video
By Pete Cousté, PC MediaWorks and Chair, PRSA-NCC Independent PR Alliance Committee
I covered more than my share of National Press Club events as a broadcast journalist and TV producer early in my career at CNN, WUSA-TV9, and others. However, I had never appeared on a panel to present to a few hundred PR colleagues until recently at the 2019 PR Summit DC.
For the first time, I was invited to speak on a panel underneath that NPC sign. It was called Ready, Fire, Aim: How (Not) To Plan Your Next Video. Not surprisingly, the topic of video in PR was either the main focus or a big part of the discussion in at least three sessions in the daylong conference.
It was a new perspective for me. After my 25-plus years of work in broadcast TV news, PR, marketing, and digital video in DC, there was a lot to talk about.
I was fortunate to be teamed with other accomplished creatives to offer others insight across the agency, client and production perspectives. They included moderator Glenn Greenstein, the creative director and founder of Mean Green Media; Mimi Carter, the US General Manager & SVP of Proof Strategies and a longtime local PR and marketing agency veteran; and Thorsten Ruehlemann, Chief Marketing Officer of Service Year Alliance and former Worldwide Managing Partner at Ogilvy & Mather.
Our goal was to help other PR pros like yourself get better results from the process of planning, managing and implementing video projects. We met, collaborated and trade ideas for a couple of weeks to come up with our top ten list of best practices and tips to share.
A good partner shares information openly with the team. We as clients must define the boundaries of a project. Provide your team with the freedom of a tight creative brief. Put it in writing. Articulate client goals clearly.
Be transparent about your expectations. Explain the business objective of your video. Share reference material/benchmarks (creative examples you like or do not like). Make budgets and internal deadlines transparent (e.g. board needs to approve concept in their meeting on this date).
Achieve Stakeholder Alignment Early
Ensure that purpose, scope and objectives are clear to all stakeholders before production begins. Video is a team collaboration requiring time and resources. Verify that SMEs, approvers, and key decision makers are committed and know when they’re needed and carve out time to participate.
Assign a single point-person to collect and control feedback-approval loop. Educate reviewers on what feedback you need from them. Keep them in their lanes. Avoid committee groupthink. Get individual feedback submitted in writing.
Make Video Part of Your Integrated PR or Marketing Plan
Think integrated video strategy upfront. Use your same APR PR process stages with video (Research, Plan, Implement, Evaluate). Think in categories of earned, owned, and paid media. Include the creative lead of the video team at strategy table early to help consider how to integrate video across your campaign’s tactics, platforms, and audiences.
Save money through economies of scale by planning and producing videos with overlapping content, shared assets, resources, and for multiple uses at the same time. Save time and money by re-purposing and re-versioning content across channels. Grow a video asset library.
For the entire list, feel free to email me and I’ll send it to you, pete [at] petecouste.com
It was both a humbling and inspiring experience to try to give back a little of what I’ve learned that works best. I recommend it to all of you. Once you have logged enough time and feel you have something valuable that others want to hear, it helps to share it.
As an active member of PRSA, I felt as I spoke that I was in part representing fellow NCC members. It helped to see many familiar faces from our chapter in the audience as I spoke. Thank you. You know who you are.