Few years ago, if you were responsible for internet marketing in public relation department, your job was to compile one-page long press releases about your company on the regular, preferably on the daily or weekly basis and use media partner, who in turn distributes your releases to news portals
Normal PR should of have company logo and in some advanced sites you was able to place one or few pictures to support information. Now, with appearance of such internet video portals as Youtube, Google and others, PR media portals are one-by-one switching to video PR portals, where your press release needs to provide short video rollick. Let’s review video PR compilation steps:
1. Text. The content of the video release is probably the same as if you would write old-good-days text press release. Also, at this time internet spiders and search engines have to work with words processing to analyze your news and rank it appropriately. For you this means the same strategy in writing – placing keywords in your PR headers, support optional keywords for rich internet queries (where searcher enters many keywords – more than five in order to narrow down results) in news first paragraph and other known things like these
2. Video rollick. Normal TV advertising may not be the best fit here, as internet surfer is not “forced” to see it in order to deserve TV show continuation. You rollick rather should be closely associated with your PR content and you should be sure that surfer will be willing to view and listen it all. Internet also at this time dictates limitations on the bandwidth and hard disk space from media portal side. Plus, consider the space limitation on the modern computer LCD monitor – if you plan to submit DVD quality video material – it may look too large in size on the screen, so you should consider smaller formats. The length of your video info in most of the cases is restricted by video portals requirements – usually 15 megabytes or around that
3. Supporting pictures. As internet media portals are only switching to video portals, you should be conservative and support your video releases with pictures as not every surfer will be willing to watch movie and will surf away after glancing on the picture and reading few lines of your PR text. This is not a bad sign for you – potential customer will remember your header, company logo and what your product is about and this will work for you in statistical nature of internet marketing
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