You know the expression, “It’s not what you say but how you say it”?

The maxim applies 100 percent to the world of public relations. We strive to hit the right tone with our corporate videos because the client needs the finished product to evoke a certain feeling. The wrong vibe could distract or, worse yet, spoil the intended purpose of the project.

Below are three videos our team completed in the past several months. You’ll notice the “music bed,” as it’s called, is different for each one. That’s because we used the music to tell a story all its own and provide “the feeling” for the entire piece.

1. Virginia Dental Association — “Kid Dentists” Explain How to Avoid Cavities This Halloween

For the “kid dentists” video, which recently won a Pinnacle award for creative excellence from the Hampton Roads chapter of the Public Relations Society of America, we chose music that’s fun, upbeat and not in the least bit distracting.

We think we found the right balance between the music and the children on camera.

2. SMART Center — “Make the Smart Choice” Video Series: Sarah Canclini

We work with the SMART Center, a program in partnership with Tidewater Community College that trains young people to work in the shipping and maritime industries.

The videos are profiles of SMART Center participants. The main themes are: technology, the future, young people, energy and optimism. Thus, the music bed you’ll hear is full of life, moves quickly and “feels” modern.

3. Care-A-Lot — Pet Lovers’ Extravaganza

First we had a childlike music bed (kid dentists). Then came a look to the future (SMART Center profiles). Now in our third and final example, we chose a full-on rock ‘n roll-themed musical number.

The pet event is all about fun, families, barking, yelling and cheering. We want the music, then, to complement the energy of the day and “take” the viewer to the event.

Tone is everything in PR, and as you can see the right song makes all the difference.

—

Questions about how to produce your next big corporate video? 

Call us at 757-456-5212 and let’s talk!