Making a strategic distribution plan

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Strategic distribution of the video is the key element in achieving positive change. It is often less important how many people have seen the video, but whether the video has reached key audiences with a power to make a difference. Videos can be distributed in all kinds of ways including:

  • private screenings
  • screenings at key events and public meetings
  • conferences, hearings, or briefings; as well as
  • harnessing rapidly developing online distribution tools.

Many successful campaigns use different video strategies in connection, so the impact of one action builds one upon another.

For example, you might release the same or different edits to:

  • television stations – only after you have already engaged
  • grassroots networks – via screenings and
  • online social networks, then you might show the video in a
  • private meeting with decision-makers – in tandem with written reports and other advocacy tools.

You can consider the possibilities for these hybrid online/offline strategies while analysing who your audience is, what action you are seeking from them and what tactic is best to reach them (e.g. in-person screenings, online through your website or social networking site?).

Some key questions

  • What are the time constraints for your video to be most useful?
  • How will your audience view your video? Does your audience have access to the Internet? If so, what are the best online tools and spaces to reach them?
  • Will it be useful to develop accompanying materials such as a briefing pack, action kit, fact sheet or screening manual to go with the video, e.g. on a multi-media DVD and/or in print? If so, what information would they contain? (See our print section and DVD publishing for ideas and support.)
  • Who will be your allies in getting the video to your intended audiences both nationally and internationally (including researchers, NGOs, action networks, media organizations, etc.)?
  • Are there gatekeeper or enabling audience groups who already have the connections to reach your intended audiences? How can you involve these groups from an early stage in your video advocacy process in order to secure their commitment?
  • What online spaces — blogs, social networks, online forums, and video sharing sites, as well as your own website/list-serve and email list — can you use to reach your intended audiences? What presence do you need to develop in these spaces?
  • What level of mainstream media exposure are you looking for with this campaign? What concerns exist in terms of the current and possible representation of the issue in the mass media?

Have you read our Introduction to Video Publishing and Strategy Overview sections yet?