Ask most clients if they’d pay a couple of thousand pounds to get on TV and most would say yes.
Generally with PR generated video it’s only B-roll footage that is ever going to get on television. B-roll is around 8 minutes worth of roughly edited footage that broadcast PR agencies like Shout! Communications produce on behalf of clients, then distribute to journalists free of charge and any copyright issues, to support a particular PR generated story.
There are two golden rules when shooting B-roll, to guarantee your video gets used: give broadcasters something they can’t easily film for themselves and shoot it in a news style. The latter is particularly good when you’ve got a budget in mind. News footage is generally shot pretty quickly – broadcasters often don’t decide what stories they’re going to cover until the day, so when they go somewhere to film it’s nearly always with a deadline in mind. They don’t want glossy, highly produced content from you and me because it will stand out like a sore thumb against their own material.
It depends of course on the complexity of the story, but if you shoot in a news style you’re unlikely to spend more than half a day tops, doing it. We charge for video production by time (in half and full day units) and the majority of our B-rolls will be shot within this timescale, and edited with a similar time. In most cases you’re looking at around £2,000 – £2,500.
I’ve been producing B-roll for over 10 years and every client who has followed our guidelines has seen their footage used on UK television, more often than not national news. So is video expensive in this situation? In my view, given the potential and in comparison to advertising, it’s an absolute bargain.
But, as the co-owner of a broadcast PR agency, I would say that wouldn’t I? So let’s have a look at how you can get even more bang for your buck….