Be the Video Content to Build Brand Engagement

PR Newswire held its first Singapore Media Coffee this year on 24 October 2014, with the topic of “Building Brand Engagement through Online Video”.

HONG KONG, Oct. 30, 2014 /PRNewswire/ — For the past year, tremendous growth has been witnessed in online video creation and distribution. With the explosion of YouTube stars, Facebook’s video-friendly newsfeed, and the viral sensation of the ALS ice bucket challenge, 2014 has proven to be the year of video. In addition, a new Vidyard poll confirms that the use of video is not just for entertainment or awareness value, but also as a legitimate source of revenue. According to the results, 71 percent of participants confirmed that video was better at driving conversions than other types of content such as text and photos. While we know including videos in content marketing increases brand engagement, do brands get it right every time?

Neal Moore emphasizing the need of using online video to build brand engagement

Neal Moore emphasizing the need of using online video to build brand engagement


Speakers of the event (Left to Right): Neal Moore, John O’Callaghan and Royce Shih

Speakers of the event (Left to Right): Neal Moore, John O’Callaghan and Royce Shih


Last Friday, PR Newswire organized its third Media Coffee event for 2014 in Singapore and invited Neal Moore, Co-Founder & CEO of Click2View Asia and John O’Callaghan, Director of Publishing & Partnerships Southeast Asia of Edelman to share their insights on how to create compelling videos to capture audience attention and how PR and marketing professionals could better utilise their multimedia content in this changing media landscape. Royce Shih, Vice-President, Asia Pacific Sales & Marketing of PR Newswire, who was also a speaker at the event, discussed the importance of having a strategy to distribute branded news and content, with tips and case studies of how video content could be better amplified. An archived video of the event is available here upon registration.

"We are glad that the last Media Coffee event for 2014 was held in Singapore with the support from Click2View Asia and Edelman", says Royce. "Singapore is our key market and with its stable and positive economy and political outlook, we believe our business in Singapore will continue to grow and in fact we are expanding our local team to support our growing clientele base and partners".

"It’s not about selling newspapers. It’s about getting eyeballs onto your stories".
John O’Callaghan opened the event by sharing his views on how communications professionals could make their content stand out with the following tips:

  • In the new media ecosystem, offer newsworthy content that is searchable and shareable that would be useful to journalists and the public.
  • Media is multi-faceted. One size does not fit all.
  • Get to know media outlets and journalists: find out what topics they are working on.
  • When pitching to journalists, keep the message concise and short.
  • Think visually, adding photos/videos that would help to sell the story.

Why online video? It’s where the audience is.
The next speaker Neal Moore discussed how to create compelling videos as well as how to build life-time audience relationships. Key takeaways include:

  • Make your case for online video to the management team: use research and whitepapers.
  • Define the types of videos you want to make and what makes them engaging.
  • Create a set of news values.
  • Decide how you want to make your videos and who with.
  • Ensure you have a ring-fenced budget for amplification.
  • Measure, analyze and optimize.

Create visual stories that stand out from the crowd.
The final speaker Royce Shih discussed how brands could amplify content through the use of multimedia:

  • The media landscape has changed, and PR and Marketing professionals should adapt their focus on the channels on which their customers are spending most of their time.
  • Earned media that will propel your communications efforts to the next level.
  • Use multimedia and visuals to be successful in earned media.
  • Have an organized content strategy and editorial calendar.
  • Syndicate and distribute your multimedia content to reach a wider audience.
  • Amplifying = Storytelling + Distribution

Follow us on Facebook, LinkedIn or Twitter @PRNAsia for more post event photos, materials and video clips.

About Media Coffee:
The goal of the Media Coffee event is to enable communications professionals to hear from leading media organisations on how their respective companies work, providing insight into their specialist areas, giving advice on achieving coverage, informing them on effective targeting of journalists within their sector, and how to build a mutually beneficial relationship.

About PR Newswire:                                   
PR Newswire ( is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 60 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content – from rich media to online video to multimedia — and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world’s largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world’s enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

Media Contacts:
Fern Cheng
Senior Marketing Manager, Asia-Pacific, ex-China

Joanna Yip
Marketing Communications Manager

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