July 28, 2015
In today’s mobile world, digital content is king.
The desire for flexibility paired with the increasing availability of on-demand programming has drastically changed the way in which video is consumed—so much so, in fact, that a recent study by the Interactive Advertising Bureau found digital video consumption to be up 13 percent since last year, with nearly one-quarter of consumers now watching original digital programming from their mobile devices. Just take a quick scroll through your Facebook or Twitter feed and you’ll notice that most audiences are accessing content through social platforms on their mobile devices—a medium in which video better lends itself over text.
This trend certainly hasn’t escaped news organizations, which have been making a conscious effort to alter their approach to digital video content. Recognizing the influence this will have on type of news we see online, its rate of consumption and the public relations profession, the Publicity Club of New York recently held a panel discussion in which leaders in the digital video production space offered their insights into this growing trend.
Among the panelists was Joanne Po, Executive Producer at The Wall Street Journal, who noted that the viewership of WSJ’s live video stream is exceptionally larger than that of any major network. While this is due in part thanks to syndication with other sites that repost their videos, Po emphasized that the path of journalism has completely changed as a result of digital video. “We’re creating our own journalism,” she said. “We’re not necessarily tied to the paper anymore.”
Furthermore, USA Today’s New York Bureau Chief, Laura Petrecca, noted that reporters are now expected to film every kind of breaking news—even if it’s just with their iPhone—and to be able to edit footage in a way that demonstrates knowledge of production techniques, whether they work on the production side or not. While more and more producers prefer to send a reporter to shoot news footage themselves so that content stays ‘on brand’ (as opposed to using b-roll footage sent by a PR professional), Petrecca noted that new outlets are constantly looking to PR professionals to help them find qualified experts to comment on their stories.
With these insights in mind, be sure to consider the following when pitching online media:
- Does this person/story fit with their ‘brand’?
- Would other online outlets pick up this story?
- What would this story look like in a video format?