Creating audio and video content for marketing and PR purposes requires the same attention to appropriate topics as other techniques. It requires targeting individual buyer personas with thoughtful information that addresses some aspect of their lives or a problem they face. By doing so, you brand your organization as smart and worthy of doing business with. However, unlike text-based content such as blogs or news releases, audio and video require a modest investment in additional hardware such as microphones and video cameras, as well as software, and, depending on the level of quality you want to achieve, may also necessitate time-consuming editing of the files. Although the actual procedures for podcasting and video are a bit more convoluted than, say, starting a blog, they are still not all that difficult. A freelance medical writer will collaborate to develop effective media campaigns to navigate the ever changing world of the media.
Organizations that deliver products or services that naturally lend themselves to video have been among the first to actively use the medium to market and deliver information about their offerings. For example, many churches routinely shoot video of weekly services and offer it online for anyone to watch, drawing more people into the congregation. Many amateur and professional sports teams, musicians, and theater groups also use video as a marketing and PR tool. A good healthcare pr agency excels at creating strategic campaigns and raising public awareness.
The idea of companies using video for web marketing is still relatively new. Video follows both blogs and podcasting on the adoption curve at organizations that don't have a service that naturally lends itself to video. Companies are certainly experimenting, typically by embedding video (hosted at YouTube or another video site) into their existing blogs and online media rooms. I'm also seeing video snippets of CEO speeches, customer interviews, and quick product demonstrations. Using a healthcare communications agency gives you a team of high-calibre, seasoned PR, comms and creative experts.
Part of the trend toward business-casual video is the rise of interviews quickly recorded and used for marketing purposes. However, many people tell me that their companies' legal departments obsess over getting signed release forms from interview participants prior to posting the video online. In my experience, the mere act of thrusting a legal document in front of potential participants and demanding that they sign causes many of them to rethink the whole thing; some end up choosing not to participate. When this happens, you miss opportunities. I want to emphasize that I am not a lawyer, and I am not offering legal advice. Having a pr freelancer as an agency gives you the best in public relations, with global capacities collaborating across disciplines and time.
As always, you should check with an expert before proceeding with an action that may have legal consequences. However, I do want to offer a practical alternative to the formal, signed release. It's a simple strategy that I use myself. When I first press Record on my video camera, I simply ask the person I am about to interview if it's okay to post the video on YouTube. I also ask about name spellings and company affiliation and title. I then know how to refer to my interview subjects throughout the video, and I have a record of them giving me permission to record! During the video-editing process, I save the video permissions and post the interview. It works great. Create meaningful earned conversations using a healthcare marketing agency for your communications partner.