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>From a public relations perspective, however, there are a few things to remember to ensure your video does what you want it to.
THE HEAVY SELL MUST BE KEPT TO A MINIMUM. Despite appearances, your streaming video is not a commercial. At least it shouldn't be a hard- selling pitch for business. The Internet is still an environment where overt commercialism is frowned upon. Take a journalistic approach and create a video in
style of a news or documentary item that might play on six o'clock news. Users want information and won't take kindly to downloading hype.
THE PRODUCTION QUALITY MUST BE HIGH. This not time to bring out family video cam and become a filmmaker. Hire video producers who know what they are doing. And a word about budget. You need not spend tens of thousands of dollars for finished product especially if you take journalistic approach mentioned above.
Through streaming video, Galbraith reaches customers he might not through traditional advertising and he touches them in ways a brochure could never do. His streaming videos do all talking and, for price of a single full-page ad in local daily paper, he has produced a tool that can close sale all by itself.
If you want to see it in action, check out http://www.selectpropertygroup.com.
Alyn Edwards is VP and news director at Verus Public Relations (http://www.verus.com). A 30-year veteran of print and broadcast newsrooms, he heads up the in-house production team. He has a special summer PR package to introduce organizations to the promotional power of the media and the Internet.
