PR, video, and customer stories each play a role in raising awareness and boosting the credibility of your brand. When combined, however, they create an even stronger effect.
Here is how to use all three tools to enhance your marketing plan and make your brand speak to the right people.
1. Start with PR to create credibility
Effective PR raises awareness of your company, establishing it as a thought leader in your field. Such powerful third-party validation is difficult to achieve through advertising.
Whether you’re publishing a press release to introduce a new product, interviewing your management team, or being featured in an industry publication, PR gives your story a voice. Share it through your website, social media, and email newsletters once it’s been published to maximise the bang for your buck.
2. Bring your stories to life with video
Video adds a human touch and some emotion to your marketing and PR campaigns. A short video can show your product in action, illustrate your expertise, or give your customers the chance to talk directly about their experience.
Simple but professionally made videos can elevate engagement for social media and website pages. People believe unscripted storytelling from real customers more than heavily produced campaigns.
Video can complement PR coverage with a behind-the-scenes or customer-led video that expands on the story. It’s a quick way to reinforce your message and find the audiences you want to reach.
3. Let your customers do the talking
Customer stories and testimonials add credibility that can’t be matched by brand statements. They demonstrate how your products or services deliver results in the real world.
To benefit from this, create short written case studies or video interviews that highlight the outcomes and added value from using your products or services. Share them on your website, use them in your sales presentations, and include in your PR campaign.
4. Connect the three
The real power is in using all three:
• Raise awareness with PR.
• Bring the story to life with video.
• Build trust and offer proof with customer stories.
An engaging customer story can drive PR coverage, PR coverage can lead to a video, and video content can boost online visibility and engagement. Together, they help you project a consistent, authentic story across all channels.
PR, video, and customer storytelling are not siloed weapons, they’re three components of a strategy. When you combine them, your brand receives credibility, emotional resonance, and measurable results. Start with a single spectacular story, share it across formats, and let your customers do the talking.
How can RED help?
We are experienced in content marketing – including PR, video and customer stories – across several industries. Get in touch to find out how we can help enhance your marketing.