From the looks of it ‘live’ video on social media has become a thing. And to help it not turn into a monstrous thing from the deep I’ve put together this list of 10 tips to make your live Periscope and Facebook Live broadcasts successful and help you connect with your audience.
1. Your Title Should Grab their Attention
Think of the title of your Periscope like a newspaper headline. Write a great title that tells the viewer what it’s about and what they will see or learn. It should entice them to tune in. ‘Untitled’ isn’t an option for success.
2. Don’t Waste Time
Don’t spend the opening seconds of the broadcast swinging the camera around the room showing us stuff, print out a copy of your company logo and slogan and shoot that as you welcome us to the broadcast and verbally tell us what’s going to happen.
3. Stay Calm
When you point the camera towards you don’t act surprised by the people logging in to watch, it’s what you were expecting so go with it. Likewise, don’t start giving shout-outs to viewers unless someone of note shows up…like The Pope. It could happen…
4. Don’t Wait to Start
You should be starting the actual content of your live video broadcast within the first :60 seconds, don’t forget that people who joined late will be able to watch the replay for anything they may have missed.
5. Horizontal Please!
It’s one of my biggest pets peeves. My eyes are side-by-side on my head, not one on top of the other. Also, be sure to keep your head in the middle of the frame with your eyes on the imaginary line between the top 3rd and middle third of the frame. In the case of Periscope, when the comments and hearts begin to fly we will be able to still see your head.
6. Have An Agenda
As a guy who spent 25+ years working in radio and TV and doing hours of show prep before each broadcast…please, please have an agenda. Before you go live, outline what you’re going to say and the points that you intend to make. Then follow that outline.
7. Do A Midstream Recap
If you notice a huge spike in viewers, it’s OK to do a quick recap for those who just joined you, but again remember they can watch the replay later. Be brief about it and unless your broadcast is going to be an epic, don’t recap more than once.
8. Questions At the End
During the broadcast, if audience members start asking questions let them know that you will take questions at the end of the broadcast. This will help you stick to your agenda. And unless you have a fantastic memory (I don’t) have them re-ask their question later. Just like your midstream recap be brief and get on with the task at hand.
9. Leave Them Wanting More
After you’ve finished your presentation stay on to answer a few questions from your audience but don’t let this drag on. A good broadcaster knows to leave on a high note. Let them know if they have any further questions to contact you by email or via Twitter.
10. Use Graphics
Any URLs, email addresses, Twitter handles, etc. that you mention during the broadcast should be printed out on a sheet of paper and held up to the camera for people to take note of. Finish off the way you started with your company logo and slogan. Maybe a URL for your product or service.
Make an appointment with viewers. Either do your broadcast on a regular schedule (though this may not always be ideal) or Tweet 30 minutes in advance to your followers and friends that you’ve got a broadcast coming up. Mention the title too!
It’s a brave new world out there and everybody has the tools to be a broadcaster. As I’ve said before, the artist, broadcaster or craftsperson knows it’s not about the tools…but how you use them.
Let me know if I can help you or if you have any other tips to add to my list.
I was recently asked to help a non profit organization create a public relations action plan that they could implement on their own without the use of a PR firm.
Here’s what we did.
There are 2 distinct stages to creating a public relations action plan
- setting the groundwork and
- executing the plan
Stage 1 – Setting the Groundwork
There are 7 steps to building the foundation to your public relations action plan. Do not skip any step or do it only halfway. All of the organization’s leaders need to be involved in this stage in order to come to an unambiguous foundation to build on. I suggest a meeting dedicated to this one task.
1.Who Are You Talking To?
First, define who your end audience is, that is to say who the press will be talking to on your behalf. This will help guide the way you personalize your message. In the case of the non profit organization that I developed the plan for it was two fold: (a) the current members and (b) the members of the general public. The messages they send out to both groups isn’t always the same.
2. What’s Your Message?
Establish the message that you’re trying to disseminate. I know it sounds counter intuitive but don’t talk about your non profit organization, talk about what it does for the community. Your message should serve the needs of your audience…not your non profit organization.
3.Define Your Goal
Define the goal for your public relations efforts. What are you expecting to happen, what will your organization gain? New members? Stronger community ties?
4.Define Your Method
How will you connect with your audience? Press releases aren’t enough, you need to also consider (a) holding open houses for the press to let them meet your organization members and learn more about you, (b) press conferences to make major announcements, maybe even (c) set-up a YouTube channel and start creating video content to get your message out. Plus, it goes without saying that you’ll need to have a website.
5.Assemble Your Press Kit
It doesn’t matter what kind of public relations you’re doing you must have a digital press kit, with high resolution photographs (300dpi) of the leaders of your group and/or your group doing their activity along with documents that explain your organization and its mission. This will need to be on hand to give out at a moments notice. I would also suggest having hard copies of your press kit to hand out but in todays digital age you will use them less often.
6.Who Are Your Media Contacts
Create a list of all the media contacts relevant to your message (print, TV and radio), in your geographic region. These can be purchased. Keep this list updated and refined. For example, if your non profit organization is dedicated to classic cars, don’t include a contact for a local cooking TV show. Also, if one of your media contacts leaves find out who has replaced them and if phone numbers or email addresses change update your info. There’s nothing worse than a list that’s gone “stale” when you have something to announce. Keep your list fresh.
7.Assign A Contact Person
Once you have established the above you’ll need to assign someone responsible for directly interacting with the media. They will need to be available for any media inquiries especially after a press release has been sent out, to co-ordinate interviews between the media and your group’s spokesperson and to set-up and host a press conference. When they are not available a back-up contact person should be assigned. Always keep the back-up contact person up to date.
Stage 2 – Putting the Action in your Action Plan
Once all of the above is in place, your contact person will need to reach out to everybody on the list to introduce themselves and your non profit organization in as brief a way as possible. Depending on the size of your list it may take a few weeks of phone calls and/or face-to-face meetings. Remember, first impressions are the lasting impressions when it comes to public relations.
Create a 12-month schedule of important dates for your organization that you want your audience to be aware of and plan events and/or announcements around those times. Do you do an annual oyster party…food drive? Put it on the calendar. Are you planning an open house? Put it on the calendar. Note: don’t put more on your calendar than your contact person will have time to dedicate to especially if they’re a volunteer or do this part time.
You’ll know your public relations action plan is working when the press call you for a quote on something going on in the news.
Plan a meeting to re-examine your public relations action plan and make any necessary adjustments once every 12-months.
Before you can ask the media to do something for you, you need to be able to provide something for them…to become a resource for information relevant to their readers, viewers and listeners.
Be useful, be timely, be professional and you will receive the attention that your non profit organization deserves.
I look forward to answering your questions and comments below.