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Video is perfect for communicating complex messages around Brexit

We will, we won’t. The process of leaving the EU has been long and arduous. At the time of writing it’s still not clear what deal is on the table, or not, and whether we will leave on 31st October 19. 

That’s making it very difficult for organisations to communicate messages about Brexit, whether it’s to staff or customers. Even the ‘Get Ready for Brexit’ campaign from the government is somewhat lacking on substance.

Since the referendum many people have switched off completely from any communications about Brexit. So if you have important messages to get across you may find it difficult to engage your target audience. That’s why the channels you choose to share complex messages around Brexit should be given some special thought.

3 reasons to use video to communicate messages about Brexit

Video is a prime candidate for getting Brexit messages across. It’s equally as effective for announcements such as your CEO explaining the company’s strategy as a result of a deal / no deal [delete as appropriate], for communicating new regulations (perhaps in the form of a video animation) and for reassuring customers that it’s business as usual.

There are 3 key reasons why video works well for complex and simplistic messages alike:

  1. Highly accessible – a short video clip is easier to digest than a paragraph or two of text (let alone several pages of information.)
  2. Packs a punch – a video can communicate a lot more information in short space of time than reading an article of a similar length.
  3. Improves retention of information – the combination of audio, visual and graphic elements has been proven to aid the retention of information far more effectively than other content formats.

So far so good, but how are you going to create videos to share messages about Brexit when you don’t know what’s going on?

Here are a few ideas:

How to communicate messages about Brexit when you don’t know what’s going on

Planning ahead will ensure you’re ready to hit ‘record’ the minute you have some idea of what Brexit looks like for your organisation. No doubt you’ve already tested different scenarios and have Plans A, B, C and maybe D waiting to be triggered. In light of these, you can start to plan what video content you’ll need and how you’re going to deliver it.

The following steps will help:

Prioritise your audiences – who do you need to communicate with first and what timescale will you need to work to?

How will you reach them – email marketing, internal intranet, social media etc.?

Who will create your video assets – can you do this in-house or should you give your video production company the heads up now so they can pencil in time?

What is the best format to communicate urgent messages – will a talking head be appropriate or will you need to commission an animation or other types of video content?

Can you get video assets in place now – if you require a professional video it may be possible to either shoot elements now (such as external or internal footage of your organisation) ready to splice with Brexit specific messages. For example, a voiceover can be added at a later date to generic footage of your organisation. You might already have clips available that can be repurposed for this. Work out what you need and what can be produced ahead of time.

Get your team ready to get the message out – as we approach the government’s deadline you can start preparing team members for action. Work out a schedule for getting the most urgent messages out to your target audience and pencil in team members. In the first instance you might need to ensure a senior business leader has time to make a statement to camera when they know what they need to say; then you’ll need your video product team to turn around that footage; and then your marketing or comms team need to be ready to distribute it.

Good luck! 

Rob Edmonds

Author Rob Edmonds

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