I recently wrote a blog post on LinkedIn inciting PR pros to put down their press releases and start shooting their clients. With video cameras, you understand.
It split the room. There was lots of great feedback from the PR community, but a mudslide of indignant responses from full-time videographers.
Here is a (paraphrased) sample of videographer comments:
- Maybe I should try my hand at crisis management. After all, video is easy, isn’t it?
- Just because cameras are affordable these days, it doesn’t mean you know what you are doing.
- I know where you live.
I have some sympathy. After all, I’ve spent years bemoaning CEOs who think they can write. Quite possibly, I should have been more sensitive.
But our industry has to move with the times. And while I agree that owning a Sony A7sii does not a video pro make, PR people do have lots of skills that are transferable to video. We know how to interpret a brief, can tell persuasive stories and we get how video fits into the wider marketing mix.
There will always be a role for the dedicated, pro videographers in PR. The more I learn about the technical craft of video, the more I am in awe of their talents.
But suggesting that PR people should stick to press releases and stay away from the world of F-stops and frame rates?
Too late. I’m already hooked.