Video Persuades, Supports Media

Today there is a nice human-interest profile on Keeli Mickus (pictured with son, Hank) in the Wednesday Journal of Oak Park and River Forest.

In addition to reporter Terry Dean’s story, on its web site the Wednesday Journal prominently displayed three videos that I shot during an appointment that Keeli, a patient of Scheck & Siress, had about a month ago.
Posting those videos complements the writing, and not enough media take advantage of the opportunity. Fortunately, the WJ has some progressive, 21st-century minds at the helm.

Passing along links to supporting videos, as I did in this instance, carries a two-fold purpose: to persuade and to support.

First, videos more fully explain whatever story suggestion I’m making. The initial audience is the media member I’m trying to persuade to pursue the story.

Second, if a news outlet decides to pursue the story, the videos provide a relevant, supportive resource that it can share with its audience.

There’s still another advantage to shooting, and uploading, videos: in doing so, you are not putting all of your eggs in the traditional media basket. Instead, you create a direct communication link to your audience–in this case, prospective patients of Scheck & Siress. If and when media coverage occurs, that’s a welcome development but hardly the only barometer of success.

For example, before the story on Keeli appeared today, one of the videos now linked from the WJ website had attracted more than 220 views. And other videos I’ve shot for Scheck & Siress and other clients, dating back to May, have drawn thousands upon thousands of views.

Picture This: PR Empowered by Video

I began writing for newspapers in 1984, and still do so on rare occasions. It’s rewarding, it’s demanding, and it’s in my blood.

But it’s far from the only channel of communication that I advise my clients to navigate. Increasingly, I am convinced that the written word remains a persuasive force but that its power multiplies when accompanied by a visual component.

Often, that means creating a website so that your audience has 24/7 access to your message. And the message should include photographs and/or video clips.

Some current examples:

And my YouTube channel, at, has 70 video clips. The vast majority have been used, or are currently in use, to promote one client or another.

Here is an especially compelling one, showing a Scheck & Siress client who has benefitted from a device known as the WalkAide: