Chapter 10 in PR 2.0 provides plenty of examples of and guidelines for using video as part of communication and public relations strategies. Video is proven to be effective, especially when you (or your company etc.) need to evoke an emotional response. Video shows emotion that can ad to the potential impact of the message being conveyed.
While video is important and efficient, it requires care and skill to be properly put together. All it takes is one mistake, one bad post on a vlog, or a Youtube video made in poor taste to cause real problems with your image or company and damage credibility. The chapter gives the example of the Tiger Woods Youtube video that lacked authenticity and was quickly called out by viewers. Like anything other component of a public relations campaign, video content needs to be carefully planned out and produced so that it is succinct with the company image, effective in getting message across, and strengthens relationship between organization and targeted publics.
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