Videos produced by reporters during interviews become popular

Ana Larreta

Video content is becoming increasingly important to grab the attention of readers. In a world where investors have access to great amounts of financial information, videos can help break through the clutter.

That's why more reporters are video-taping their interviews with money managers each time they meet face-to-face. Some are even willing to tape interviews conducted by Skype.

That was one of the main points we heard at a recent Webinar entitled, “Top Personal Finance Editors Tell PR How to Pitch, How to Place, How to Build Long-Term Relationships” by Bulldog Reporter's PR University.

Presenters of the Webinar included:

• Jonathan Burton, Money and Investing Editor, MarketWatch/ The Wall Street Journal Digital Network
• Manny Schiffres, Executive Editor, Kiplinger’sPersonal Finance
• Russell Pearlman, Senior Markets Editor, SmartMoney
• Rodney Brooks, Personal Finance Editor, USAToday



Permanent Portfolio Funds
in a MarketWatch video

It only really takes 3 to 4 minutes to do a video interview and the end result may prove much more appealing to the audience. The process should be painless. Money managers can even bring their own portable cameras if they wish. 

The idea is for the video to be conversational and look natural. Money managers should speak in a way that shows their knowledge but is still simple, clear and easy to understand by investors and financial advisors. For some portfolio managers, media training might make sense to help them get comfortable on camera.

While the journalistic value of the investment story is still what matters the most, money managers who can handle both print and video interviews are more “sellable”. Reporters are encouraging PR professionals to let them know in their pitch whether their client is willing to be videotaped or not.

These videos will help leverage exposure. They will most likely be posted on the financial publication’s website in addition to the written story. Money managers can also get copyright permission to use the videos on their website and wow visitors looking for credible visual information.

Click the links below to watch several SunStar clients on video.

• TheStreet.com - Croft Funds
• Marketwatch/ The Wall Street Journal Digital Network - Permanent Portfolio Funds
• Wall Street Week - South Texas Money Management

People are changing the way they want to recieve information. Companies are making sure they give their investors what they want.

by Ana Larreta