Question 4: Aren't videos like Godzilla-level impact for the PR industry?

You can probably tell I'm deeply immersed in the PR industry just by the way I sneak catchy phrases into my titles. Nowadays, it'd be Godzilla, right? It's a trending word! So, the real intent behind this column title is simply, "I want to ride the wave of external momentum!" And, as you might have guessed, my answer to this question is as follows.
"Yes. Video is our PR people's Godzilla!"

Encountering something new sparks reflection on the value of old ways

That said, you might think, "Isn't that riding Godzilla's popularity a bit too hard?" But I want to overlay that trigger and process onto Godzilla's emergence: how it appeared as a force overturning humanity's established norms, plunging society into chaos. How humanity tried every conceivable countermeasure only to fail repeatedly, then, grasping at straws, devised new strategies. How they tested these solutions with resolve, despite no guarantees, ultimately leading to resolution. (Yes, I'll force this comparison even if it's a stretch. By the way, I just wanted to use it in the title, so no spoilers here).

When I say "video," I'm specifically referring to "online video," which is currently attracting attention as a magical solution that can solve anything. It's no exaggeration to say they're practically worshipped! However, their effectiveness depends on being used for the right purpose and at the right time. Many online videos fail to achieve their goals and simply get buried in the vastness of the internet. Looking at the videos being talked about lately, it seems an "emotional approach" is proving highly effective. But surely that's not the only form of expression that's needed.

Through "expression," we can "stir emotions," "enhance understanding," and "build trust."

"Expression" doesn't just resonate with emotions. Through thoughtful expression, you can increase understanding of your message or build trust in the speaker. I believe setting PR-oriented goals using online videos is entirely possible. Of course, other forms like photos, text, or music also exist as means of expression, but video, which can encompass all these, is definitely something we should utilize effectively. Moreover, precisely because we can now connect online without time or location constraints, video content truly comes alive.

Video content still has significant room for evolution, but within the PR domain, replacing traditional basic information dissemination methods with video content is certainly feasible. Here are a few examples I'd like to introduce.

① Explaining functions and features using "visual metaphors"

While "Help videos" commonly explain product usage in detail, like instruction manuals, another approach is to express each product or service's functions and features in a different way. Often, simply explaining them doesn't clearly convey their unique value. Instead, try framing them within areas that resonate more strongly with consumers.

You often see infomercials demonstrating product durability by placing it in extremely harsh environments to highlight its robustness, right? Huh? You wouldn't actually use that product in deep Himalayan snow, right? Or take it diving in the deep sea? That kind of thing. However, the unexpectedness draws viewers in, leading them to think, "Actually, that is impressive." Using such "visual metaphors" to explain things, while also adding an element of entertainment, could be one effective approach.

② Expressing complex phenomena and numerical data clearly

Using survey data for publicity is a basic PR tactic. But explaining results with long lists of numbers can sometimes become exhaustingly dense. While summaries are a given, using infographics for intuitive presentation or even showing findings through video (sometimes documentary-style) to boost comprehension is becoming more common.

★Cannes Lions 2016 PR Grand Prix: "The Organic Effect"

Case Study:

The Organic Effect, an organic food promotion by Swedish supermarket Coop, won the Grand Prix in the PR category at Cannes Lions 2016. It showed that after one family lived on a completely organic diet for two weeks, pesticide (insecticide) components were almost undetectable in their bodies. This campaign concretely conveyed the message that while toxic insecticide components remain in the body with conventional food, organic food is safe, encouraging active choice of organic products. The experiment to clarify the extent of the impact on the body was conducted with a single, typical Swedish family, rather than expanding the number of subjects. Although only one family was involved, it included adults, children, and even infants, representing multiple age groups. This approach emphasized that similar results were achieved across each demographic. Typically, clinical trials require a certain number of subjects to extract meaningful data. However, this campaign took the form of a documentary-style video closely following one family for two weeks, delivering information directly to consumers. As a result, the trial gained consumer understanding as being open and credible.

③ Companies Speaking in Their Own Words (Storytelling)

Recently, companies increasingly express frustration that even when holding press conferences for mass media, their key messages aren't featured in articles or reports. That said, media space and time are limited, and coverage is inherently from the media's perspective—company priorities naturally take a backseat. Consequently, companies increasingly want to present the "message they wish to convey" that underpins media coverage or ensure consumers have access to that information.

Consequently, there's a growing movement to place content within owned media where company leaders or product developers convey their thoughts and concepts in their own words. In Europe and the US, there's a trend called "brand journalism," where companies disseminate their own information through their proprietary media. It's even progressing to the point where PR firms are recruiting skilled staff from TV production companies and other sources to build specialized organizations for this purpose. Indeed, consumers increasingly reach corporate owned media directly through smartphone searches, bypassing traditional news outlets. In such cases, video proves an effective, straightforward means of direct information delivery to consumers.

 

When companies adopt "video" as a communication strategy, simply copying methods deemed successful in the world (like spreading funny videos) won't solve fundamental issues. Even when analyzing videos called success stories, you must carefully examine what the goal was and what was actually achieved—something you're surely already aware of. Furthermore, by more simply incorporating video into existing information dissemination methods, you might achieve results different from before.

New methods like video can initially feel confusing—how exactly should you use them? But after a few trials, you'll start to see how to leverage them. The key going forward will be determining the right timing for your company: whether to challenge it early or adopt it after it gains some traction.

Rather than waiting passively, we should keep a sharp eye on the changing world around us and actively seek out new approaches—ones with the potential power of Godzilla, capable of reshaping the landscape (Oh, I used it again at the end!).