How Public Information Officers are Using Video in Social Media Posts

In today's digital world, video is the most popular type of content on social media. People are likelier to watch a video than read a text post, and videos are more likely to be shared and engaged with. This is why Public Information Officers (PIOs) increasingly use video to communicate with the public.

Videos can be used for a variety of purposes, such as:

• Providing information about emergencies and other important events. For example, PIOs can use videos to provide updates on a storm, fire, or other emergency. They can also use videos to share information about road closures, public safety advisories, and other important announcements.
• Building relationships with the community. PIOs can use videos to introduce themselves to the community and share their stories. They can also use videos to highlight their agency's work and showcase their positive impact on the community.
• Educating the public about important issues. PIOs can use videos to educate the public about various topics, such as public safety, health, and wellness. They can also use videos to promote civic engagement and encourage people to participate in their community.

Here are some real-world examples of how PIOs are using video in social media posts:

The City of New York Office of Emergency Management (OEM) uses video extensively to communicate with the public during emergencies. For example, during Hurricane Sandy in 2012, OEM used video to provide updates on the storm and its aftermath. They also used video to share information about evacuation procedures, shelters, and other important resources.

The Los Angeles Police Department (LAPD) uses video to build relationships with the community and showcase the work of its officers. For example, the LAPD has videos called "Meet Your LAPD," introducing different officers to the community. They also have videos called "LAPD Behind the Scenes" that show officers on the job.

The California Department of Public Health (CDPH) uses video to educate the public about important health issues. For example, the CDPH has videos about COVID-19 that provide information about the virus, how to prevent it, and what to do if you get sick. They also have videos about other important health topics, such as vaccination and nutrition.

These are just a few examples of how PIOs use video in social media posts. As video continues to grow in popularity, PIOs will likely use it even more to communicate with the public.

Here are some tips for PIOs who are using video in social media posts:

• Keep your videos short and to the point. People are more likely to watch a short video than a long one. Aim for videos that are at most two minutes long.
• Use high-quality video and audio. People are likelier to watch and engage with videos that look and sound good. Make sure your videos are well-lit and in high resolution.
• Use captions and subtitles. This will make your videos accessible to people who are deaf or hard of hearing and people who are watching in noisy environments.
• Add a call to action. Tell your viewers what you want them to do after watching your video. For example, ask them to visit your website, share the video with their friends, or sign up for your newsletter.

Here are some additional tips for PIOs who are using video to communicate with the public during emergencies:

• Provide timely and accurate information. People rely on PIOs for accurate information during emergencies. Make sure your videos are up-to-date and provide accurate information about the situation.
• Be transparent and honest. People appreciate honesty and transparency from PIOs during emergencies. Be honest about what you know and don't know.
• Be compassionate and respectful. People are going through a difficult time during emergencies. Be compassionate and respectful in your communication.

Here are some examples of how PIOs can use video to communicate with the public during specific types of emergencies:

• Hurricanes and other severe weather events: PIOs can use video to provide updates on the storm, share information about evacuation procedures, and showcase the work of emergency responders.
• Floods and wildfires: PIOs can use video to provide updates on the situation, share information about road closures and evacuations, and showcase the work of emergency responders.
• Earthquakes and other natural disasters: PIOs can use video to provide updates on the situation, share information about shelters and other resources, and showcase the work of emergency responders.
• Active shooter situations: PIOs can use video to provide updates on the situation, share information about where to avoid, and direct people to resources

Video is a powerful storytelling medium that can capture people's attention and convey complex information clearly and concisely.  Videos can also build trust and rapport with the public and create a more human connection between the government and the people it serves.

When creating video content for social media, it is important to keep your videos short and to the point, use high-quality video and audio, use visuals to tell your story and use captions and subtitles to make your videos accessible to everyone.

To promote your video content on social media, share your videos on all of your social media channels, use relevant hashtags, and promote your videos in other ways, such as on your website, in your email newsletter, and through paid advertising.  Use video to humanize your organization. Show behind-the-scenes footage of your staff working or interview your staff about their work. This can help people connect with your organization on a more personal level. Use video to tell stories. Stories are a powerful way to connect with people. Think about stories that will resonate with your audience, and use video to tell those stories compellingly.  Use video to highlight the impact of your work. Show people how your work is making a difference in their lives. This can help people understand the value of your organization and the work that you do.

By following these tips, PIOs can use video to create engaging and informative content to help them reach their audiences and build trust and rapport with the public.