The Power of Video in PR Campaigns: Why UK PR Professionals Should Prioritise Visual Storytelling

Introduction: The Rise of Video in UK PR

Did you know that 87% of UK businesses now use video as a key part of their marketing and PR strategy?¹ With audiences consuming more video content than ever, PR professionals and communications directors are rethinking how they engage the media and the public. In the UK, video press releases and campaign films are increasingly seen as essential tools for building brand awareness, securing media coverage, and driving engagement.

The Benefits of Video in PR Campaigns

1. Increased Media Coverage: Journalists and editors are more likely to feature stories with compelling video assets. Video press releases stand out in crowded inboxes and provide ready-made content for digital newsrooms.

2. Enhanced Storytelling: Video allows PR agencies to showcase brand stories visually, making messages more memorable and relatable. Animation and live-action footage can bring even complex topics to life.

3. Better Engagement and Shareability: Social media algorithms favour video, especially on platforms like LinkedIn and Instagram. UK-based PR campaigns with video see higher engagement rates and more shares.

4. Improved SEO and Online Visibility: Embedding video on press pages and campaign microsites increases time-on-page and boosts search rankings for key PR and communications terms.

5. Measurable Results: Video analytics provide clear data on reach, watch time and audience demographics - helping PR professionals demonstrate ROI to clients and stakeholders.

Best Practice: How joint UK and US PR Agencies Can Maximise Video Impact

Tailor Content for Each Platform: Create different video edits for media, social and owned channels.

Optimise for Search: Use UK-specific keywords (e.g., “PR video production London,” “corporate campaign films UK”) in titles, descriptions and tags.

Include Subtitles and Captions: Ensure accessibility and boost engagement, especially for mobile viewers.

Leverage Case Studies: Showcase real-world results to build trust with clients and journalists.

Track Performance: Use analytics to refine your approach and report on campaign success.

Case Study: Turo’s UK and US PR Video Campaign

When Turo, the world’s largest car-sharing marketplace, launched in the UK, they needed a video campaign to generate buzz and earn media coverage. Working with Reel Film, Turo’s PR team developed a series of high-impact campaign films tailored for UK journalists and influencers. The result? Featured on both sides of the Atlantic - in The Independent and Forbes US - and a featured campaign in PRWeek UK, we’re proud to see this campaign recognised for bringing together both cultural insights and humour together. Strong social media engagement boosted the successful market entry.