When Definition decided to launch an online digital PR course, we were the obvious choice of video production company to produce it. Quite frankly, we would have been pretty peeved if they’d hired someone else – not only would it have felt like a betrayal, but also we think our educational video production skills are top notch.

The objectives

We sat down with the guys in PR to understand exactly what they wanted from this course. They told us that they wanted to:

  • Create the most sought-after digital PR course on Udemy.
  • Capture their intellectual property in a single place to make it easy to train new team members.
  • Build a global community of budding PR pros.

Our strategy

While the PR team were collating all their excellent digital PR and SEO knowledge, we set about figuring out how best to produce the content. We worked with course creator, Heather Baker, to understand the production requirements of the course.

We realised that it was important that we see Heather on screen as she was the course leader, so we developed a script with bits of on-camera presentation from Heather and recorded audio narration. Then, all narrated sections were illustrated into a storyboard

Many of the other PR courses on Udemy have quite low production value, so we wanted to produce this using quality visuals so that our course stood out from the crowd.

We used a variety of styles, including presentation slides, typography, screen shots and abstract animation. The strategy behind this was to keep the audience engaged (it’s easy for people to get bored with repetitive creative) and use visuals that best matched what was being said.

The results

The Ultimate PR Masterclass launched on Udemy in July 2019. Within a few weeks it achieved the coveted Udemy Bestseller badge and became Udemy’s top-ranked PR course. Within 18 months it had attracted over 3,500 students from around the world, including Canada, Australia, India, Nigeria and China. The course has an average rating of 4.5 stars, from over 1,250 reviews and a growing community on Facebook.

 

Creator of the Ultimate PR Masterclass, Heather Baker, commented: “It was so great to work with the team to produce this course. Everything went smoothly and I’m proud of how professional the videos are. When the Covid pandemic hit in early 2020, we saw a surge in demand for online training, with people from all over the world using the downtime provided by lockdown to upskill. I’m grateful that we were able to help them become digital PR pros.”

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