Some public relations professionals are fans of B-roll distribution. But many, many people are NOT fans of B-roll distribution. The 2016 KEF Media PR Tactic preview is for those in the latter group.
Your Tactic: The B-roll Distribution
Your Audience: The Media
Your (Lack of) Foresight: Public relations professionals who settle for average footage and only a decent story tend to receive average to below average ROI for VNRs and B-roll distribution packages. There's too much competition for airtime out there to mess around with mediocrity. Let's not forget, you're sending the media information and pitching it with the intention they use it in newscasts. Do you honestly think the producer will waste their time with something uninspiring or ordinary? You may catch them on a slow news day. Perhaps your average pitch is better than nothing and you need to do something. That's understandable. However, you better reassess your expectations if this is the case. Instead, you need to strive to make your B-roll distribution meet the viral video standard. That is, does my video contain some of the right elements to give it a better chance to go on air and/or get placed?
What’s New that Stinks: We talked about it, but it’s a high standard for quality visuals. Back in the day, news stations clamored for free content. Now, with the high volume of content received, producers are choosier in what gets incorporated into newscasts. Not to mention, the Internet has made obtaining shareable content much easier for newsrooms, making it all the more vital that whatever you send their way must impress.
What’s Always Stunk: No matter what the topic, cliché sound bites and footage irritate the eyes and ache the ears of newsroom decision makers. Instead, you should lead your B-roll distribution with the best sound and the best visuals and make a strong push for uniqueness. It’s too easy to fall into the trap of the prototypical template of a video news release. Unfortunately, that's the baseline standard. And as you may have already experienced, it doesn’t garner the impressions you’re often hoping for.