Blog Post

Enhancing PR video

Using video in PR campaigns is nothing new, but with equipment coming down in price and up in quality, professional looking video is possible on a small budget. I believe that this is one reason that there has been a huge surge in the amount of branded video content that is currently populating many websites and social media channels.

So, how do you ensure that your PR video does not get lost in the 300 hours of video content that is uploaded every minute (and that’s just on YouTube!)? In my experience, PR videos that have high production value will get greater audience engagement than those without. However, it is not just as easy as filming some brilliant shots or using an interesting editing technique, you have to ensure that what is used will resonate with the intended audience.


Nowadays an audience’s attention span is extremely short. Due to touch screen technology, all a bored viewer has to do is swipe the screen and they are then watching a different piece of content. Not what the PR industry wants!


Therefore, it is really important that you grab the audience’s attention in the first few seconds; it is equally important to keep the interest up throughout the video so that they see the all-important, call to action.


In this blog, I am going to look at some visual techniques that we use to keep the audience engaged.

Cinematic shots

The jib is a bigger piece of equipment but it offers a greater range of movement. One of my favourite uses of it is to get some extra height on the shot. In our video that we made for the National Lottery we used the jib to get a top shot of the crowd of people attempting to break a world record. This would have been impossible without the jib!

Action Camera

Multi camera shoots

Start the film with the best shots

Add some effects

Animated text

More Blog Posts

Big Talk audience
24. May 2024
For our Big Talk event in May 2024, we were joined by over 100 PR and communications professionals to, metaphorically, spend a day in the life of the BBC.    Gain an insight into BBC Sounds, The One Show and Morning Live, as heard by Shout! Communications broadcast consultant Marta Malagon Manas. Director of BBC [...]
RAJAR logo
16. May 2024
More people are listening to the radio than ever before.   In fact we listened for over one billion hours in the first three months of 2024. That’s according to RAJAR, the organisation that measures radio audiences in the UK.   It’s latest quarterly figures  (for Q1 2024)shows that 49.9 million people tune into radio each week [...]
people on a zoom call
19. Apr 2024
There've been a lot of changes for BBC Local Radio in recent months, which have included redundancies and job cuts.   Programme wise some stations have been bandied together so at certain times of the day one show is multi-cast over multiple radio stations.  A lot has happened, so we were delighted that our latest [...]