Make sure they can hear you: production values for PR agencies

An award-winning local public relations firm has uploaded video interviews with subject matter experts which were apparently recorded in a basement stairwell.  Adjacent to what appears to be a very noisy party or convention.

The audio is so poor it’s impossible to tell what the people are saying.  Can we just assume for yuks that good communication BEGINS with being able to understand words?  I mean, can that just be a given?

I’m not sure what LOOK they were going for here, but if they really felt standing next to cinderblocks captured the essence of their agency’s brand, I suppose they could have at least added captions?

Once again, I am bewildered that a public relations firm thinks they can throw up any old video on YouTube.

What have we learned here, folks?  If you wouldn’t put it up on YouTube for a CLIENT, then don’t put it up for your own agency.  You are your own best client.  Clients look at your YouTube Channel to see what you can do.  If I were a prospective client and I saw that video, I would never hire that agency.  Because no matter how snappy they may dress, there is no excuse for sloppy video.

Production values matter.  They reflect on your brand.  There should be a basically acceptable level of audio quality, lighting, and graphics in agency videos. At a minimum, people should be able to understand what you are trying to say.

It would be a small comfort if this problem were restricted to just one or two public relations or advertising agencies.  It isn’t.  In my analysis of 100 leading public relations and advertising firms, more than 60% had uploaded poor quality video to YouTube.

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About Mary Fletcher Jones

Mary Fletcher Jones is a public relations and marketing consultant, and owns Fletcher Prince (www.FletcherPrince.com). Follow Mary on Twitter @FletcherPrince.

Posted on September 12, 2011, in YouTube Video Tips and tagged , , . Bookmark the permalink. 4 Comments.

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