When Lizz Mishreki, APR, director of public relations at Concordia University Irvine, needed immediate multimedia advice, she knew exactly who to call thanks to her recent trip to the August IABC Network & Knowledge Series event featuring the Orange County Sheriff’s Department crisis communications case study on the January OC jailbreak by three maximum-security inmates.

Mishreki had an immediate need to shoot video for a quick-turnaround news event for Concordia’s recent flag-lowering ceremony honoring fallen alum, U.S. Staff Sgt. Matthew V. Thompson. She remembered the great insights provided by Carrie Braun, PIO for the Orange County Sheriff’s Department at the IABC event.  Needing to turn on a dime, Lizz reached out to her for some quick advice on efficiently shooting, editing and uploading a short video for Concordia.

At the IABC event, Braun and her former supervisor Capt. Jeff Hallock discussed the crisis communications efforts surrounding the jailbreak. One of the stories she told was about how and why Braun used her own iPhone to shoot footage of the inmates being returned to the Orange County Jail after their capture.

Graciously, Braun took Mishreki’s call on a Saturday and walked her through the process she used to shoot and edit the 1-minute iPhone video.  Here are a few great tips for communicators needing to replicate the process:

  • Upload the app iMovie to your phone for editing the video to the desired length.
  • Upload YouTube on your phone so that you can directly post the video, which Braun said was easier than uploading edited video from another source.
  • Invite media outlets to access the video directly from the YouTube channel.
  • Although video can be shot through Facebook Live or Periscope (Twitter’s version of Facebook live), the quality of those platforms is not as crisp and clear as shooting straight video, which is a better alternative when live video isn’t required.

 Using these guidelines, Mishreki tapped university resources and modified the advice to fit her needs.  She was able to capture video both for YouTube and ended up leveraging Facebook Live, as well, which has been the university’s most widely watched video to date.