How is video content re-shaping traditional PR?

Video is a powerful medium of communication that exists within the Public Relations (PR) remit.

The shift towards video reflects how audiences consume information in an increasingly visual, fast-paced, and digital world.

Video as a communications medium is a popular topic of discussion amongst well respected online platforms such as the HubSpot Blog, Neil Patel & Forbes.

Video content is easy to consume

Engagement: Studies show that video content acquires higher engagement rates compared to text or static images. People are more likely to watch, share, and interact with videos.

Retention: Viewers can retain up to 95% of a message when presented via video. In comparison, retainment rates can be as low as 10% when consuming information through text and images.

Versatility: Video works across all online platforms—social media, websites, email campaigns, and digital press releases. Video can also be utilised for trade shows and digital billboards for fully integrated campaigns.

If PR is about reaching and resonating with an audience, video is one of the most effective methods.

Storytelling

Emotional connection: Videos combine visuals, sound, and narrative to evoke emotions, making messages more compelling and memorable.

Complex ideas made simple: Video can explain intricate concepts in seconds using animations, infographics, and clear visuals. If a picture tells 1000 words, a video…

Storytelling is at the heart of PR, and video is the most powerful tool for telling compelling, shareable stories.

Powerful outreach

Press releases with video: Journalists and editors for digital platforms are more likely to feature press releases that include multimedia content, such as video. This not only improves PR coverage but also offers backlink opportunities to improve your websites SEO.

News coverage: Video assets, such as B-roll or interviews, make it easier for media outlets to use your content in their coverage.

Video increases the likelihood of your story being picked up and distributed widely.

Social media dominance

Platform algorithms favour video content: Campaigns utilising social platforms like Instagram, TikTok, and LinkedIn prioritise video content, giving it greater organic reach.

Go viral: A well-crafted video can go viral, generating widespread attention and boosting brand awareness.

PR campaigns must adapt to the social media ecosystem, where video reigns supreme. For further information, a useful article ‘Short form video content: Capturing Attention In The Digital Age’ by Forbes Magazine.

Builds trust and authenticity

Humanising brands: Video content on your homepage helps to break down the barrier of a digital façade and show who you really are. In addition, behind-the-scenes clips, interviews, and testimonials create a personal connection with audiences.

Transparency: Video allows organisations to share messages directly, reducing the risk of misinterpretation.

Trust is critical not just in PR but in business in general; video is an effective medium for fostering authenticity.

The article ‘Video Tips & Data, According to Video Marketers’ published on the HubSpot Blog goes into a little more detail around how video as a medium builds trust, referring to how-to and education based content.

Measurable impact

Analytics: Video platforms provide detailed metrics—views, watch time, engagement rates—allowing digital marketing and PR professionals to measure campaign success.

Optimisation: Insights from analytics help refine future strategies, making digital marketing and PR efforts more targeted and impactful.

The ability to measure and optimise ensures resources are used effectively.

Align with trends

Mobile-first: As I’m sure your aware, we live in a mobile first world, with most people accessing content on their smartphones, short-form videos are ideal for on-the-go consumption.

Tech: Trends like augmented reality (AR), virtual reality (VR), and interactive videos are pushing video innovation further.

Creating good quality video content is different to writing a press release; staying ahead of trends is key.

A stable base of planned content will give your organisation firm communication foundations. With a firm base, this means that any additional time can be put towards capitalising on trend-based content without losing overall direction.

Taking a 70/30 approach to planned vs trending content means you have a 70% planned base, that is actually executed in line with organisational objectives; leaving the 30% to be determined on an ad hoc basis throughout the year.

Conclusion

Video is not necessarily the ‘NEW’ PR, but a powerful tool that cab be utilised within the world of PR.

Video enhances storytelling, improves engagement, and aligns with how modern audiences consume content.

Traditional PR tactics like press releases and media outreach still hold value, incorporating video into PR strategies is no longer optional—it’s essential.

Video doesn’t just complement PR efforts; it amplifies them, making it the future of effective communication.