How to Use Video in PR Campaigns

Video has become a central tool in modern public relations. It grabs attention, evokes emotion, and communicates messages quickly and effectively.

In an age where consumers scroll through social feeds at lightning speed, incorporating video into your PR strategy can set your campaign apart and deepen engagement with your target audience.

Whether it’s a product launch, brand announcement, or crisis response, video can humanize your message, boost media outreach, and increase your chances of going viral.

This guide explores how to use video effectively in PR campaigns—from choosing the right format to distributing content for maximum reach.

Why Video Matters in PR

Before diving into how to use video, it’s important to understand why it matters in the context of PR.

• High Engagement: Video content typically receives more views, shares, and comments than text or static images.

• Emotional Impact: Videos use visuals, voice, and music to connect with viewers emotionally—making your message more memorable.

• Digestible Content: Complex messages or data can be simplified and better understood when presented in a visual, storytelling format.

• Media Friendly: Journalists are more likely to use multimedia content in their stories, especially for digital publications.

• SEO and Reach: Videos improve search engine visibility and can drive traffic from platforms like YouTube, Instagram, and TikTok.

In short, video is one of the most powerful storytelling tools you can use in public relations today.

Choose the Right Type of Video

Not all videos serve the same purpose. Choosing the right format depends on your campaign goals, target audience, and media channels. Here are some effective types of videos used in PR campaigns:

• Press announcement video: A visual version of a press release featuring key highlights and quotes from company spokespeople.

• Product demo or launch video: Showcases a product or service in action, often with upbeat music and text overlays.

• Behind-the-scenes video: Offers an insider look at your brand culture, team, or event preparation—great for humanizing your brand.

• Testimonial or case study video: Features real customers sharing their experiences, adding authenticity to your campaign.

• Crisis response video: A measured, honest statement from leadership to address an issue or controversy.

• Event recap: A short montage of clips and interviews from a press event, conference, or brand activation.

• Explainer or educational video: Simplifies complex ideas or industry trends using animation or voiceover narration.

Tailor the style and tone of the video to suit the story you’re trying to tell and the audience you’re trying to reach.

Develop a Clear Message and Script

As with any PR material, clarity and purpose are essential in video content. Before hitting record, ask yourself:

• What is the core message I want to convey?

• Who is the target audience?

• What action do I want viewers to take?

Write a script or outline that aligns with your overall campaign goals. Keep it concise—most effective PR videos are under 90 seconds.

Start with a strong hook in the first few seconds to capture attention, especially on social media where users scroll quickly. Include key messages, quotes, and any statistics or visuals that support your story.

Avoid jargon and keep the tone natural and conversational. If possible, include subtitles, as many people watch videos on mute—especially on mobile devices.

Use High-Quality Production

Production quality matters, even for short videos. While you don’t always need a professional film crew, poor lighting, sound, or framing can make your brand look unprofessional.

Here are a few basic production tips:

• Lighting: Use natural light or soft lighting to avoid shadows and harsh contrasts.

• Sound: Record in a quiet space and use a lapel or directional microphone for clarity.

• Stability: Use a tripod or stabilizer to avoid shaky footage.

• Branding: Incorporate brand colors, fonts, and logos subtly within the video.

• Editing: Use smooth transitions, add captions, and keep cuts tight to maintain viewer interest.

For high-stakes campaigns or crisis communication, consider hiring a professional videographer or production agency to ensure polish and credibility.

Embed Video in Your Press Materials

Journalists are more likely to use your content if you make it easy to access and embed. Here’s how to incorporate video into your PR toolkit:

• Include video links in press releases: Embed a YouTube or Vimeo link at the top of your press release for instant visibility.

• Create a media kit: Offer downloadable video assets along with images, bios, and fact sheets for media use.

• Pitch video directly: When sending story pitches, mention your video asset and how it adds visual value to the coverage.

• Use video quotes: A short interview clip from a company executive can serve as a quote for TV or online news outlets.

Make sure your video is in a shareable format and hosted on a platform that journalists and audiences can easily access.

Distribute Strategically

Creating a great video is only half the battle—you also need to distribute it effectively. Use multiple channels to maximize exposure:

• Social media: Post your video on Instagram, LinkedIn, X (formerly Twitter), Facebook, and TikTok, depending on where your audience spends time. Use trending hashtags and engaging captions to boost views.

• Email newsletters: Include the video in your email campaigns to journalists, stakeholders, or customers.

• YouTube or Vimeo: Host your video on these platforms to improve SEO and make sharing easier.

• Website and blog: Feature the video on your homepage or a campaign-specific landing page.

• Media placements: Offer your video to journalists and influencers as part of your pitch or media kit.

• Ads and sponsorships: Boost your best-performing videos using paid promotions to extend reach.

Tailor your distribution strategy to your campaign goals—whether it’s brand awareness, media pickup, or driving website traffic.

Measure Performance

To evaluate the success of your video PR campaign, track metrics that align with your goals:

• Views and impressions: How many people watched your video and how widely it was shared.

• Watch time and completion rate: Are viewers watching the whole video or dropping off early?

• Engagement: Monitor likes, comments, shares, and mentions.

• Website traffic: Check referral traffic from the video to your website or landing page.

• Media pickups: Count how many journalists or bloggers used your video in their coverage.

• Conversions: If your video includes a call to action, measure how many people signed up, downloaded, or bought something.

Use tools like Google Analytics, YouTube Insights, and social media analytics to track and report on performance.