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.

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.

Spreading Eggs Across Multiple Media Baskets

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.

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