In a world where moving image is steadily becoming the most important form of mass communication, broadcast PR can no longer be ignored. Though now I work at Nomad, Dubai I come from a PR background. Having worked for an award-winning consumer PR consultancy in London, I spent five years on the trail of news coverage for a variety of clients. Back then – and this was only four years ago – broadcast coverage was certainly something we strived for, but it was not at the top of the agenda. But why? Broadcast, or Multimedia, PR, allows companies to reach a far wider target audience than print; reaching out across the vast ocean of TV and online communities. So, why is it often ignored? Securing broadcast PR coverage, or applying your PR story idea to video content, might seem like a challenge, but it doesn’t need to be. Not to mention the fact that product and brand placement is more accepted by viewer than ever before – the impact of a companies broadcast PR can be great. Here at Nomad Dubai, we have been approached by a number of companies keen to get their message out there, but often sticking to the more conventional corporate film, event and press release route. Now, this does have its benefits and is not to be ruled out, but the addition of broadcast PR offers a quantifiable return on investment in terms of corporate communications. Events can now be broadcast live across the internet, product launches can be filmed and video news reels – or VNRs – be created and easily distributed to broadcast and online media. Interviews with key representatives or spokespeople can be filmed and used to accompany PR stories. In fact, there is a plethora of ways to create good quality video footage that can be used by both broadcast and online channels. As a company offering broadcast PR in the UAE, we see the potential for UAE based companies to take advantage of a shift towards video content PR, in an environment where it is rarely employed. While Film Production and Documentary Production remains a key part of Nomad Dubai’s output, broadcast PR is certainly becoming a greater focus to the business, and one our client’s are catching onto. Zoë Griffiths, Nomad Productions
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