In the entry, Whitecoat CEO David Welch talked about how difficult it is for many people to understand science. That it’s incumbent on scientists to talk about how their work impacts the rest of us. And that video, as accessible as it has become to us all via technology, is what’s needed to make those descriptions possible.
Showing high tech crime’s impact
In the digital forensics industry, a good example of this was Lee Whitfield’s post about the dangers of rooting one’s smartphone. Lee linked to an article that contained — guess what? — a video, which displayed how easy it was to bypass iPhone security and get into the device’s voicemail, call history, and address book.
Which reminded me of another video I saw last year, back when I started working for HTCIA. A member in Canada who works for Novell was very proud of a video he and his team had produced about social engineering. With good reason: though it was fundamentally a sales piece, it used story to do so. It was short, had elements of humor, and drove home an effective message about how it’s not just the disgruntled or temp employees who pose a security risk.
My point: if you’re involved in any aspect of public relations — whether reaching out to private citizens, your organization’s employees, the media, prospective customers, or anyone you serve — find a way to build video into it.
“Messy videos are sticky”
And if you have no access to the kinds of professional videographers you think you need, consider the words of SEO expert John Ellis:
Think of some of the top videos you have seen on YouTube. Odds are they were not professionally done at all. In fact, many of the videos you remember were done on shaky, hand-held cameras by amateurs.
In some ways, the amateur quality of the videos leads to more credence. If people wanted quality video, they would watch commercials. We like casual and personal. Amateur often equals honesty, or at least in perception.
Give it a try. (If you need tips on what to do, here’s a good article.) Whether you invest in a service like Pixability (which provides some pretty cool tips to go with it), show your company’s fun side with Xtranormal, or produce ad-quality video slideshows with Animoto, producing video doesn’t have to be only for the pros. Know your audience, know your message and your goals, and know how to measure whether it’s working.