When it comes to video and news media, we know our stuff. In a former life, we were journalists. We spent the beginning of our careers working for newsrooms and newspapers across the country. We know how producers format their shows and how news directors select what they decide to cover and when.
Here are five ways that ELM can improve your PR strategy and pitch process.
Hire a team that is . . .
I’m not talking about staged moments. I’m talking about authentic human experiences that we all can identify with. We have spent our entire careers honing our ability to capture impactful and emotional moments. We read the situation and put ourselves in the right positions to record the human experience and all the emotions that go along with it. In a recent project with St John Properties, we captured employees receiving holiday bonuses. Not just $100 or $200 but think thousands. In some cases, upwards of $250,000. This is life changing stuff. So it is important to work with companies who understand the human experience and can put themselves in the right place to capture the best reactions. You can see that video here.
Understands The Media
In our previous careers, we were journalists. We worked in newsrooms around the country and have an intimate knowledge of what they look for in stories and how they provide coverage to their viewers. We can tell you first hand that they are interesting beasts. How and when they decide to cover certain topics or events are based on a number of reasons. We can help you figure out the best way to approach these outlets with a package that will work in their favor, making your pitch more effective.
Speed is key when delivering timely news. Wait too long and the information goes cold. We have developed a process that allows us to edit and deliver all the needed assets for your pitch within a day of the event. This greatly improves your ability to get coverage from news outlets and remain timely and topical. For example, with the STJP video mentioned above, we were able to turn around and deliver an asset package to the PR company by the end of the day after the event. That speed gave them the ability to capitalize on timely opportunities. As a result, our assets were seen by millions around the world, across multiple platforms, and yielded millions in earned media value.
The way we construct our deliverables for newsrooms offer the maximum amount of flexibility for those newsrooms. This is key considering the ever-changing demands of the news industry and how quickly their coverage can change when faced with breaking news. Our signature delivery system allows newsrooms to construct their own edits or select from a pre-produced package that can easily be shared on their website, social channels, or shows.
We know that in this business, there is never a guarantee. You can’t promise that something will go viral. That’s not the way it work. But there are things you can do to give your assets the best chance possible for getting some sort of reach. If the news is timely and authentic, then there is a good chance that you will receive a return on your investment. With the STJP video, we recently were able to get over $5.8 million worth of earned media using our methods and deliverables. This easily surpassed the amount spent to create the assets. We had no idea the videos would become so big but we new if we approached the situation thoughtfully and if we could capture the moments authentically, then we would be giving our clients the best opportunity to hit their ROI goals. As it was, their video was seen millions of time across multiple platforms and news outlets.
Also check out all of the various types of ways PR can partner with a video team here.
At the end of the day . . .
Our goal is to make the best content possible and create the assets that will give that content the best opportunity for being shared and seen. If you have a project in mind or think we might be able to work together, get in touch and let’s chat.