{"id":1659,"date":"2023-04-24T05:01:56","date_gmt":"2023-04-24T05:01:56","guid":{"rendered":"https:\/\/buyologist.in\/?p=1659"},"modified":"2023-04-24T05:05:09","modified_gmt":"2023-04-24T05:05:09","slug":"pr-companies-need-to-focus-on-video","status":"publish","type":"post","link":"https:\/\/prowiseconsulting.com\/blog\/2023\/04\/24\/pr-companies-need-to-focus-on-video\/","title":{"rendered":"PR companies need to focus on Video"},"content":{"rendered":"<div class=\"postie-post\">Video: PR\u2019s lost bastion<br \/>\nAudiences are consuming visual content like never before, but the communications industry has been reluctant to embrace the medium. That must change.<br \/>\nIt is difficult to predict the future given how rapidly technology is evolving, but a few years from now, there is a strong possibility that you could be watching this article instead of reading it. This may have seemed preposterous not so long ago, but the likely shift is an ode to the raging popularity of video and the way we consume content in the modern age.<br \/>\nShrinking attention spans, coupled with easy and cheap access to digital technology, have fueled the growth of video in recent years, a trend that was further accelerated by the pandemic. As of January 2023, India had the largest YouTube audience in the world, with 467 million people engaging with the social media platform. The United States was a far second with 246 million viewers. In terms of internet usage, India, with over 900 million users, was only behind China, according to data from Statista.. There are many reasons for this surge: videos are engaging and offer an emotional quotient unlike any other medium. People are drawn to a good story and video is a powerful tool to achieve that, having shown to be more effective in generating leads for future business.<br \/>\nYet, even as the power of video dominates, it has surprisingly yet to acquire mainstream status in the world of communications. It should have taken center stage by now, but the industry has been slow to adapt. An overreliance on the written word, still the norm at PR firms, needs altering as reading habits across geographies undergo substantial change.<br \/>\nWhile written content has its merits \u2013 it is easier to produce and offers space for detail and nuance \u2013 its impact pales in comparison to the video format. Moreover, video is a versatile communication tool: it helps improve SEO, enhance media pitches, and boost overall audience engagement.<br \/>\nThat is not to say that all brands have not leveraged video. In India, Cadbury has effectively utilized the video medium through videos that have been high on emotional value. Elsewhere, Nike \u2013 with their massively successful \u201cDream Crazy\u201d initiative \u2013 Coca-Cola and Reebok have reaped the benefits of deploying powerful messaging through video.<br \/>\nEven as video has been an integral part of the brand function at companies, with superbly crafted videos being employed as television advertisements, video messaging from the PR side over the years has largely been drab or preachy. That has partly been down to budget constraints, a perennial challenge that must be overcome with innovative strategies.<br \/>\nThe advent of generative AI offers some hope. Recent months have seen programs such as DALL-E, Midjourney and Stable Diffusion conjure up realistic and striking images with the help of a few simple prompts. Some creators are naturally worried but there is little doubt that the technology is transformational: it can produce fast and customized content with limited resources. Video is the next evolution in the world of AI, with AI startup Runway coming up with the first publicly available text-to-video generator that can \u201crealistically and consistently\u201d synthesize new videos. Behemoths like Google and Meta have also come up with similar tools, underscoring the huge relevance of video. The format garnering mainstream popularity \u2013 much like ChatGPT \u2013 could just be a matter of time.<br \/>\nIt could be used for product demonstrations, consumer testimonials, promotion of corporate social responsibility as well as handling crisis communications.<br \/>\nAnd while there is understandable fear over AI tools making some jobs obsolete, it is vital to understand that they can greatly aid the content creation process as PR professionals seek to deliver more value while dealing with shorter turnarounds.<br \/>\nAt the same time, even with generative AI, the challenge will be to strive for unique content, something that separates you from the rest. The problem with generative AI at this embryonic stage is that since it follows patterns, the content can be repetitive and lack originality. It could also raise ethical concerns if companies and agencies hide their use of AI in campaigns, especially given that PR revolves around preserving precious relationships with stakeholders.<br \/>\nDespite the challenges, there is little doubt that video for PR is no longer a recommendation but a necessity. The need of the hour is to shed old-school thinking and embrace change. The onus must also be on companies to set aside 20 percent of their PR budgets for video and dedicate a healthy chunk of their time to find ways to ace the medium. After all, delivering versatile content at a fast clip will play a significant role in determining the future of the PR industry.<br \/>\nHisham Kabir is a marketing consultant based in Dubai.<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Video: PR\u2019s lost bastion Audiences are consuming visual content like never before, but the communications industry has&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":{"twitter_1598701514_1598701514":""},"rop_publish_now_history":[],"rop_publish_now_status":"pending","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[5],"tags":[132],"class_list":["post-1659","post","type-post","status-publish","format-standard","hentry","category-consumer-behavior-buying-decision-brandbuyology-hisham-kabir-influencer-marketing-neuromarketing","tag-hisham-kabir-business-consultant-in-dubai","wpcat-5-id"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.3 - 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LinkedIn sales navigator expert. LinkedIn helper2 sales automation and Zoho CRM. Extensive functional expertise in successfully managing end-to-end aspects of F&amp;B operations spanning the front and back-office operations within budgeted guidelines and to the highest standards. People Management \u2013 Experienced in recruiting, training and managing F&amp;B teams - Most recently managed a 50+ strong cross-functional team. Proven track record of managing 400+ catering events including numerous high-volume corporate and social events with more than 5000 pax. Further to MBA, completed a Management development programme in sales management from IIM which is among the leading business management school in India. Later ventured into independent entrepreneurial business by launching and retailing a ready-to-cook food gravy paste brand using retort technology called freedom kitchen. With significant insights into front-end retailing and a strong background in the Retail Industry, I shifted to Corporate Path by joining a food-based FMCG company as part of their rural market expansion.\u00a0 My expertise is in operational excellence, channel sales development, team management, client relationship development, and Event Operations Management. large ticket banquet Management, Menu planning, costing and P&amp;L, and people management. Driven by a passion for advertising have conducted an exhibition titled walk through the history of Volkswagen beetle. where I showcased several print ads released by Volkswagen Beetle in North America from 1958 to 1971. You can follow blogs on www.buyologist.in dealing with trends in marketing and advertising and behavioural economics.\",\"sameAs\":[\"http:\/\/buyologist.in\"],\"url\":\"https:\/\/prowiseconsulting.com\/blog\/author\/hishamkabir\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"PR companies need to focus on Video - Hisham Kabir Marketing Sales Consultant in Dubai","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/prowiseconsulting.com\/blog\/2023\/04\/24\/pr-companies-need-to-focus-on-video\/","og_locale":"en_GB","og_type":"article","og_title":"PR companies need to focus on Video - Hisham Kabir Marketing Sales Consultant in Dubai","og_description":"Video: PR\u2019s lost bastion Audiences are consuming visual content like never before, but the communications industry has...","og_url":"https:\/\/prowiseconsulting.com\/blog\/2023\/04\/24\/pr-companies-need-to-focus-on-video\/","og_site_name":"Hisham Kabir Marketing Sales Consultant in Dubai","article_published_time":"2023-04-24T05:01:56+00:00","article_modified_time":"2023-04-24T05:05:09+00:00","author":"Hisham Kabir","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Hisham Kabir","Estimated reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/prowiseconsulting.com\/blog\/2023\/04\/24\/pr-companies-need-to-focus-on-video\/#article","isPartOf":{"@id":"https:\/\/prowiseconsulting.com\/blog\/2023\/04\/24\/pr-companies-need-to-focus-on-video\/"},"author":{"name":"Hisham Kabir","@id":"https:\/\/prowiseconsulting.com\/blog\/#\/schema\/person\/4b5a273632d8d026257f21af5e7a0443"},"headline":"PR companies need to focus on Video","datePublished":"2023-04-24T05:01:56+00:00","dateModified":"2023-04-24T05:05:09+00:00","mainEntityOfPage":{"@id":"https:\/\/prowiseconsulting.com\/blog\/2023\/04\/24\/pr-companies-need-to-focus-on-video\/"},"wordCount":794,"publisher":{"@id":"https:\/\/prowiseconsulting.com\/blog\/#\/schema\/person\/4b5a273632d8d026257f21af5e7a0443"},"keywords":["hisham kabir business consultant in dubai"],"articleSection":["consumer behavior buying decision brandbuyology hisham kabir influencer marketing neuromarketing"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/prowiseconsulting.com\/blog\/2023\/04\/24\/pr-companies-need-to-focus-on-video\/","url":"https:\/\/prowiseconsulting.com\/blog\/2023\/04\/24\/pr-companies-need-to-focus-on-video\/","name":"PR companies need to focus on Video - Hisham Kabir Marketing Sales Consultant in Dubai","isPartOf":{"@id":"https:\/\/prowiseconsulting.com\/blog\/#website"},"datePublished":"2023-04-24T05:01:56+00:00","dateModified":"2023-04-24T05:05:09+00:00","breadcrumb":{"@id":"https:\/\/prowiseconsulting.com\/blog\/2023\/04\/24\/pr-companies-need-to-focus-on-video\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/prowiseconsulting.com\/blog\/2023\/04\/24\/pr-companies-need-to-focus-on-video\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/prowiseconsulting.com\/blog\/2023\/04\/24\/pr-companies-need-to-focus-on-video\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/prowiseconsulting.com\/blog\/"},{"@type":"ListItem","position":2,"name":"PR companies need to focus on Video"}]},{"@type":"WebSite","@id":"https:\/\/prowiseconsulting.com\/blog\/#website","url":"https:\/\/prowiseconsulting.com\/blog\/","name":"Hisham Kabir Marketing Sales Consultant in Dubai","description":"PROFESSIONAL RESULT ORIENTED WISE BUSINESS MARKETING CONSULTANCY IN DUBAI","publisher":{"@id":"https:\/\/prowiseconsulting.com\/blog\/#\/schema\/person\/4b5a273632d8d026257f21af5e7a0443"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/prowiseconsulting.com\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-GB"},{"@type":["Person","Organization"],"@id":"https:\/\/prowiseconsulting.com\/blog\/#\/schema\/person\/4b5a273632d8d026257f21af5e7a0443","name":"Hisham Kabir","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/prowiseconsulting.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/buyologist.in\/wp-content\/uploads\/2019\/08\/photoeditor_20190805_1957495174507304370334955433.jpg","contentUrl":"https:\/\/buyologist.in\/wp-content\/uploads\/2019\/08\/photoeditor_20190805_1957495174507304370334955433.jpg","width":996,"height":720,"caption":"Hisham Kabir"},"logo":{"@id":"https:\/\/prowiseconsulting.com\/blog\/#\/schema\/person\/image\/"},"description":"An MBA with 18+ years of experience, spanning senior roles across multiple industry verticals as an account manager with B2B Sales &amp; Business Development in Events and Marketing, Food Buying sourcing and procurement, FMCG, New Product Development, F&amp;B, Catering &amp; Banquet, End to End Event Operations Management. LinkedIn sales navigator expert. LinkedIn helper2 sales automation and Zoho CRM. Extensive functional expertise in successfully managing end-to-end aspects of F&amp;B operations spanning the front and back-office operations within budgeted guidelines and to the highest standards. People Management \u2013 Experienced in recruiting, training and managing F&amp;B teams - Most recently managed a 50+ strong cross-functional team. Proven track record of managing 400+ catering events including numerous high-volume corporate and social events with more than 5000 pax. Further to MBA, completed a Management development programme in sales management from IIM which is among the leading business management school in India. Later ventured into independent entrepreneurial business by launching and retailing a ready-to-cook food gravy paste brand using retort technology called freedom kitchen. With significant insights into front-end retailing and a strong background in the Retail Industry, I shifted to Corporate Path by joining a food-based FMCG company as part of their rural market expansion.\u00a0 My expertise is in operational excellence, channel sales development, team management, client relationship development, and Event Operations Management. large ticket banquet Management, Menu planning, costing and P&amp;L, and people management. Driven by a passion for advertising have conducted an exhibition titled walk through the history of Volkswagen beetle. where I showcased several print ads released by Volkswagen Beetle in North America from 1958 to 1971. You can follow blogs on www.buyologist.in dealing with trends in marketing and advertising and behavioural economics.","sameAs":["http:\/\/buyologist.in"],"url":"https:\/\/prowiseconsulting.com\/blog\/author\/hishamkabir\/"}]}},"_links":{"self":[{"href":"https:\/\/prowiseconsulting.com\/blog\/wp-json\/wp\/v2\/posts\/1659","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prowiseconsulting.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prowiseconsulting.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prowiseconsulting.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/prowiseconsulting.com\/blog\/wp-json\/wp\/v2\/comments?post=1659"}],"version-history":[{"count":0,"href":"https:\/\/prowiseconsulting.com\/blog\/wp-json\/wp\/v2\/posts\/1659\/revisions"}],"wp:attachment":[{"href":"https:\/\/prowiseconsulting.com\/blog\/wp-json\/wp\/v2\/media?parent=1659"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/prowiseconsulting.com\/blog\/wp-json\/wp\/v2\/categories?post=1659"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/prowiseconsulting.com\/blog\/wp-json\/wp\/v2\/tags?post=1659"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}