Read Chapters 10 and 11 which describe how employers and clients frequently ask PR staff members to write scripts and produce visual and video content to post to their websites, distribute via social media, and incorporate into their marketing campaigns and employee training. To determine the best medium, consider how your audience will access your message: will they see it on their desktop, smartphone, or during a presentation in a large conference room. Will your audience have the bandwidth to stream or download high-quality video? Will they have the opportunity to provide you with feedback about their experience?
A few statistics for the cynics who question whether video should be included in the strategic message creation discussion: