Introduction

In today’s fast-paced digital world, video has become an essential tool for public relations (PR). Video content engages audiences, enhances storytelling, and boosts media outreach efforts. Whether it’s corporate videos, press announcements, social media clips, or crisis communication, mastering video production is crucial for modern PR professionals.

This 5-day training course provides hands-on experience in planning, producing, and distributing video content tailored for PR campaigns. Participants will learn how to craft compelling video narratives, shoot and edit professional-quality videos, and leverage video for brand building, media engagement, and crisis management.

Course Objectives

• Understand the role of video in public relations and corporate communications.
• Learn the fundamentals of video storytelling and content strategy.
• Develop practical skills in scripting, filming, and editing PR videos.
• Optimize video content for social media, newsrooms, and digital platforms.
• Use video to enhance crisis communication and reputation management.
• Measure the impact of PR videos and adjust strategies accordingly.

Who Should Attend?

• Public Relations and Corporate Communications Professionals using video for media outreach.
• Marketing and Social Media Managers creating video content for brand promotion.
• Entrepreneurs and Business Owners leveraging video to build brand authority.
• Journalists and Content Creators incorporating video into PR campaigns.
• Nonprofit and Advocacy Groups using video storytelling to raise awareness.

Course Outline

Day 1: Introduction to Video Production for PR

• Morning Session: The Role of Video in Public Relations

  • How Video Enhances PR Storytelling and Brand Reputation
  • Types of PR Videos: Corporate Announcements, Press Briefings, Testimonials, Social Clips
  • Case Studies: Successful PR Video Campaigns

• Afternoon Session: Pre-Production Planning and Scripting

  • Developing a PR Video Strategy and Content Plan
  • Writing Video Scripts and Storyboarding for PR Messages
  • Hands-On Activity: Creating a Video Concept for a PR Campaign

Day 2: Filming Techniques for PR Videos

• Morning Session: Basic Camera and Lighting Techniques

  • Choosing the Right Equipment (Cameras, Microphones, Lighting)
  • Setting Up Shots for Professional-Looking PR Videos
  • Hands-On Activity: Practicing Camera Angles and Framing

• Afternoon Session: On-Camera Presentation and Interview Techniques

  • How to Conduct and Record Effective PR Interviews
  • Coaching Spokespersons and Executives for On-Camera Appearances
  • Hands-On Activity: Recording a PR Interview or Video Statement

Day 3: Video Editing and Post-Production for PR

• Morning Session: Basics of Video Editing

  • Editing Software Overview (Adobe Premiere Pro, Final Cut Pro, CapCut, Canva)
  • Cutting, Trimming, and Assembling PR Videos for Maximum Impact
  • Hands-On Activity: Editing a PR Video Clip

• Afternoon Session: Adding Branding, Subtitles, and Voiceovers

  • Incorporating Logos, Graphics, and Call-to-Actions in PR Videos
  • Enhancing Accessibility: Adding Captions and Translations
  • Hands-On Activity: Branding and Enhancing an Edited PR Video

Day 4: Video Distribution, Optimization, and Crisis Management

• Morning Session: Publishing and Promoting PR Videos

  • Best Practices for Uploading on YouTube, LinkedIn, Instagram, TikTok, and Company Websites
  • Video SEO: Optimizing Titles, Descriptions, and Tags for Visibility
  • Hands-On Activity: Uploading and Optimizing a PR Video

• Afternoon Session: Crisis Communication and Reputation Management through Video

  • Using Video to Address PR Crises and Reputation Damage Control
  • Live Streaming for Emergency Communications and Real-Time Updates
  • Case Study: How Brands Used Video in Crisis Situations

Day 5: Measuring Video Impact and Future Trends in PR Video Production

• Morning Session: Analytics and Performance Measurement

  • Tracking Video Engagement, Shares, and Viewer Retention
  • Using Analytics Tools to Measure PR Video Effectiveness
  • Hands-On Activity: Analyzing the Performance of PR Videos

• Afternoon Session: Emerging Trends and the Future of PR Video Production

  • AI and Automation in Video Editing and Content Creation
  • Interactive and 360-Degree Video for PR Storytelling
  • Final Presentation: Participants Present Their PR Video Strategy

Course Delivery Method

• Live Video Production Workshops covering filming, editing, and publishing
• Scriptwriting and Storyboarding Exercises
• Hands-On Camera and Lighting Practice
• Case Studies of Successful PR Video Campaigns
• Group Projects on Creating a PR Video for a Campaign

Materials and Resources Provided

• PR Video Production Guide and Checklist
• Scriptwriting and Storyboarding Templates
• Video Editing and Publishing Best Practices
• List of Recommended Video Tools and Equipment
• Certification of Completion