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Tell Your Story Through Video
No fancy equipment needed: Creating effective storytelling videos on a small budget
Keren Speck
April 01, 2025
What's in store for this edition:
No need for fancy or expensive equipment to tell an moving story
Video Storytelling for PR
A recent study showed that 89% of businesses use video as a marketing tool. Video content is an important part of successful PR strategies for small businesses. Don’t worry, no need to become the next Stephen Spielberg to be successful at video storytelling. Simple, heartfelt and purpose driven is a great start.
For small businesses specifically, video content offers a unique opportunity to tell stories that are moving, make people aware of your brand, and creating a genuine attachment with your audience.
Storytelling through video
78% of people prefer to learn about products or services through short videos, according to the same study.
What are some video PR strategies that you can do?
Tell stories about your brand, products, or services that speak to your audience's emotions, values, and dreams.
Interview real-life customers and their experiences or reviews.
Film behind-the-scenes footage of what goes on at your organization.
Interview key team members for a personalized feeling of video.
Announcements through video
Instead of a traditional press release you can try a video announcement.
Try a video announcements to share important news, product launches, or company updates
Video press releases are more shareable and increase the chances of media coverage.
Great way for keeping small business cost down, while getting visibility.
Company Interviews and Executive Communication
Can you get an authentic, unscripted content from your company leaders? This is great way to gain a client’s trust.
YouTube and other longer form video platforms are your tools of choice for this.
Video Content Types
Tutorials/Learning
Are you considered an expert in your industry? Prove you really are by sharing some “industry secrets,” and you become more likeable in an instant.
Make a video where you share your knowledge about your industry.
Are you a dietician, chef, baker, etc. and can you film a cooking video, recipe or other tips?
Perhaps you’re an interior designer? Make a video that show people how to decorate their various spaces.
Are you in a florist? Film the making of wedding bouquet.
Product Demonstrations
Making videos that demonstrate your products in action serves many purposes.
These videos help potential customers understand your offerings
Providing valuable content, that maybe seen by many.
Company Mission and Values Videos
Share through videos your company's mission, purpose, and values.
When telling the story of your business try to create an emotional connection with your audience.
Video Best Practices
Post each video on its own public webpage
Use proper HTML tags for videos
Create a video sitemap to help search engines find and understand your content
Include high-quality thumbnails for each video
Use structured data that includes your target keywords
Videos that are not highly or overly produced feel more authentic and are more trusted
Video storytelling is a superpower for small businesses! It helps connect with their audience, stand out from the crowd, and make a real impact. Give it a try, by creating authentic and purpose-driven content, businesses can boost their sales and grow their brand.
“If a picture is worth a thousand words, than a video is priceless.”
Do this now:
If you have something coming up that is newsworthy, practice writing a press release using the guidelines given.
If you don’t have anything newsworthy, practice making a press release with something that has happened recently in your life or business.
Do they align with your brand identity and values?
__ Yes __ Needs HelpDo they use the communication principles listed above?
__ Yes __ Needs HelpWhat principles can be implemented better? _________
Term to Learn
Newswire or wire service is a company that distributes press releases directly to journalists. Wire services are also known as press release feeds or press release distribution services. Unless you are a major corporation or are distributing mandatory financial news you don’t need this service.
FAQ
Q: Does my business have a PR problem?
A: You can’t “PR” your way out of bad leadership, weak marketing, weak sales, operational issues, bad product, bad business. You may just have a problem.
Get PR techniques from recent news.
Newsworthy
April Fools Prank?
Volkswagen announced they were changing it’s name to Voltswagen. Three days before April Fools. Journalist were skeptical thinking this must be a prank, since this would be HUGE news. Multiple journalist were told it was not a prank and it was real.
It was not.
Besides making a bunch of journalist mad, the SEC opened an investigation into the incident, since it effected company’s stock prices.
✍️ Key PR Takeaway: Do not EVER lie to a journalist. It damages trust and any relationship you may have with a journalist. Do not contribute to fake news. Think carefully about the potential adverse effects that could come from pranks.
Learn from others.
100% Cool : 0% Cringe
Saratoga Springs Water Goes Viral… I wonder why 😉
“A fitness influencer’s morning routine is going viral…for a variety of reasons… but as it goes viral, so does Saratoga Water.”
The brand is going all-in on the fun post with their own versions inspired from the influencer.
✍️ Key PR Takeaway: Join in on social media trends and viral posts as soon as you can. Like a real virus, it does not stick around for very long. Have fun, be tactful, and don’t over do it.
Useful PR Resources.
🧰 TOOLKIT
Source of Sources (SOS) Media Queries
One free PR tool that gives you a short list of journalists that are looking for sources, or in other words, experts like you, to share their knowledge, try subscribing to SOS - Source of Sources.
You’ll get a few emails daily with the requirements the journalist has for a particular story. This can be helpful for scouting out a story that could fit for your brand, business, or organization.
Important note from the owner: “ONLY REPLY IF YOU ACTUALLY HAVE SOMETHING PRODUCTIVE TO ADD. If you pitch a reporter off-topic even once, and it gets back to me, you’re gone. No exceptions, no appeals.”
Reality check: So, please, please, please ALWAYS follow the directions and requirements from reporters. Do not ever twist the story idea, or stretch it just to make it fit your ideas, otherwise you will get blocked.
Attention Seeker of the Week
Mr. Pugsley Addams is not new to attention seeking. That tail of his is a head turner and it has recently gotten him a Guinness world record - the worlds longest tail in a living domestic cat. Measuring in at 18.5 inches this Mainecoon beauty is still growing and is known for being a naughty sweetheart. Mr. Pugsley Addams, that tail and your cute face have our attention!
Can’t believe it’s April so soon, and loving the smell of blossoms in the air. 🌸
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
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