by Erik Wheater

My opinion on this matter comes with a great deal of bias, thanks to five years of chasing stories in television news. Ready for it?

I think former TV journalists make excellent PR professionals.

It might seem strange in a day when public relations degrees are commonly considered the ideal track for PR education. But in my experience, unless your education includes at least a few months of working in a real-world TV, video, or broadcast news environment, it’s almost impossible for PR grads to understand how the visual media works and (more importantly), what reporters actually need.

Hands-on, real-world visual media experience is invaluable—for reporters and PR professionals alike. I’ve spent too many years reading news releases with at least 10 or more reasons to hit the “delete” button. When that happens, everyone loses. Not only is time wasted since the PR team’s story won’t be seen or heard on TV, too many reporters also waste time telling PR people why they can’t cover their ideas.

And if there’s one thing TV reporters don’t have when they’re working under impossibly tight deadlines, it’s time to waste on unproductive activities.

Think like a video producer. Think like a TV reporter. Think what the results can be.

The most important reason to have a video mindset is this: TV and other video media are in business to tell stories visually. The visual media wants ideas with eye-catching tie-ins that keep their audiences engaged. With a TV background, I’ve learned how to see how a client’s story can be told visually from the very beginning.

And guess what? The reporters will see it as well—and so will our clients because video is much faster and easier to grasp than the written word.

It’s rare today that people want to read through a 4-page case study or 1,000-word article—even in the B2B space. Unless the topic is complex and your target audience requires an in-depth analysis and explanation, most customers want to learn about your company in the shortest amount of time possible. Why say in ten minutes what you can say in two?

That’s why video production is becoming even more critical in the communications spectrum and is one of the fastest-growing mediums for conveying a brand’s story or message. The camera lets the personalities of your team and the work culture of your company shine through in ways text can’t. It allows your customers to see what it would be like to own your product or contract your services. And it shows there are real people and real expertise behind your company’s name.

Video doesn’t always have to be scripted, produced pieces. Social media platforms like Twitter and Facebook serve as a microphone to the people you’re trying to reach the most. Never underestimate the importance of a 30-second snippet from the job site, or a few words on current topics that are relevant to your industry.

Social media and the web can increase exposure, which can also drive sales, and you’ll be hard pressed to find content that is more engaging and interactive than video.

If you’ve never done it before, why not give video a chance? You’ll be surprised when you see what telling your story visually can actually do for you.

About Erik Wheater:
Erik is the most recent transplant to join the Burns 360 team, making his way to Dallas from Des Moines, Iowa. An Iowa State University journalism graduate, Erik worked as a television news anchor and reporter for five years before switching to the dark side. As a public relations professional, he is our go to in securing television news coverage and helping clients find what is unique, newsworthy, and visual about their companies.