St. Louis, MO – January 27, 2023 - As a Public Relations professional, it is your responsibility to help your client build trust and credibility with their target audience. That is essential to the success of any PR campaign.

One powerful way to do that is by using video brand journalism, which involves using interview-based video storytelling to showcase the human side of a brand or organization. In this post, we will explore the power of video brand journalism and how PR professionals can use it to build trust and credibility with their client's target audience.

Video storytelling is about humanizing your brand.

One of the most effective ways to build trust and credibility with the target audience is to humanize the brand. By using interview-based storytelling, PR professionals can showcase the people behind the brand and the values that drive them. This can help to create a more personal connection with the audience and make the brand more relatable.

The process of conducting an interview is an easy way to get authentic, honest responses on camera as opposed to the traditional method of video production that requires people to memorize scripts or say lines off a teleprompter.

Scripted storytelling has a place in video storytelling for brands, but it is typically not the best way to tell an honest, authentic story that will resonate with viewers. Let’s face the facts, most people are not actors. There is little that is “natural” about being on camera. That shows.

The interview model is superior to other approaches because it is really a conversation. Why do you think podcasts are so popular today? They are recorded conversations that we are listening into. It is all about the interview

Storytelling to showcase expertise

Another benefit of brand journalism is that it allows PR professionals to showcase their client's expertise and thought leadership in their industry. By conducting interviews with key figures within the organization, PR professionals can demonstrate their client's knowledge and experience, which can help to establish them as a credible source of information.

Creating Authentic Content – Telling Not Selling

In today's digital age, audiences are becoming increasingly skeptical of traditional advertising and marketing tactics. Brand journalism allows PR professionals to create authentic content that is not only informative, but also engaging and interesting. This type of content can help to build trust and credibility with the target audience by providing them with valuable information in an engaging familiar format that they are comfortable consuming.

Measuring Your Video Storytelling Success

With video storytelling brand journalism, PR professionals can measure the success of their video storytelling campaigns through analytics and engagement metrics. By tracking the performance of the interviews and the video storytelling content, they can identify what resonates with their target audience and make adjustments to their strategy accordingly.

What Are You Waiting For – It is Time To Invest in Video Brand Journalism

Video brand journalism is a powerful video storytelling tool that PR professionals can use to build trust and credibility with their client's target audience. By using interview-based video storytelling, PR professionals can humanize the brand, showcase expertise, create authentic content and measure the success of their campaigns.

By incorporating video brand journalism into their PR strategy, PR professionals can effectively communicate their client's message and build stronger relationships with their target audience. It is a simple, effective and STORYSMART strategy that works. You owe to your clients to get started right away. What are you waiting for?

--Ron Watermon with ghostwriting assistance from OpenAI (ChatGPT)

About STORYSMART

You have a story to bring to the screen, but you don't have the time or resources to do it yourself. Telling your story well with video can be hard. And let’s be brutally honest. No app will turn you into a great filmmaker. Few can produce a do-it-yourself (DIY) video or film we actually want to watch, much less remember.

To do justice to your story on screen, you need the right skills and equipment, not to mention time, money and talent.

That is why STORYSMART developed our premium video storytelling as a service. We help clients tell their story in the amazing way they deserve with a proprietary done-for-you video storytelling service unlike any other.

STORYSMART provides a nationwide premium video storytelling service that empowers clients to have their stories told professionally while retaining their intellectual property rights as though they did it themselves.

STORYSMART provides clients an experienced television reporter or journalist filmmaker to help them tell their story following our proprietary high-integrity brand journalism system. Our transparently priced premium services for agencies, businesses and families ensures that each client gets an authentic, high-quality story they own the intellectual property rights on forever.

About Ron Watermon

Ron Watermon is the founder and CEO of STORYSMART, a premium video storytelling technology startup that empowers anyone to have their stories told professionally while ensuring they retain the intellectual property rights on their productions.

A creative and innovative communications leader with nearly three decades of experience, prior to founding STORYSMART, Ron was responsible for modernizing the St. Louis Cardinals communications by leading the team’s investment in video storytelling, brand journalism, fan engagement and social media.