Using Video to Enhance Your Business Communication

Using Video to Enhance Your Business Communication

Report produced by: MEDIAmaker Ltd, Media House, Padge Road, Nottingham, NG9 2RS
tel: 0115 9255 440 www.mediamaker.co.uk
Copyright MEDIAmaker Ltd 2004
Using Video To Enhance Your Business Communication
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The Closest Medium to Reality……
Video has always been a popular method of communication with audiences – the sizes of cinema and television
audiences are a demonstration of this appeal.
For business communication, the impact of new video production technologies and the development of
electronic distribution have brought down the cost and expanded options for promotion, training, and
information. Material can now be more easily repackaged or reworked for different purposes and different
audiences.
The fall in equipment prices offers greater availability of production technology, and therefore a wider video
production market. For clients, there is a greater importance on being aware of the experience and skill of the
video producers you hire.
You will need to ensure that the company you hire has the necessary production values to represent your business
as you would wish. You will need to bear this in mind when setting a budget. Video producers are not all the
same, and you will need to compare ‘like with like’.
Why is video a good option?
o Watching existing clients endorsing your product gives a much stronger message than seeing an
endorsement in print.
o Things that don’t yet exist can be brought to life, whether this is a product or a new initiative.
o Every part of your organisation can receive the same message; live performances can vary in tone and
content.
o A new practise can be illustrated by ‘seeing it happen’, and so can become more credible.
o Management communication with staff can be on a more personal level.
o Video’s use of real people, animation and music are valuable when motivation is a key ingredient in your
message.
o Video is best for the communication of a simple, persuasive message. We can feel an emotional
connection more readily with video’s moving images and sound than other communication mediums – to
an audience it is the closest medium to reality.
Using Video To Enhance Your Business Communication
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Typical Projects
Video can be used in many contexts in business communication. Listed below are some of the most common
applications where this format can be very successfully implemented.
• Executive communication of half-year results to managers using synchronised video and PowerPoint,
duplicated on CD and made available on a website via password.
• Promote the launch of a new product to buyers using a video that represents in content and style the
product’s brand values and intended market.
• Training staff on new customer service practices, link selling, and stock loss reduction. Distributed to
every store and used in a workshop session. Every store receives the same information, no matter when
or where.
For case studies and examples of videos we have produced, please contact Stephanie on 0115 9255 440 or
email: stephanie@mediamaker.co.uk
Style
Due to it’s nature video can be very versatile in the style and tone used to convey different messages. Listed
below are some examples of style, which you could employ to drive the impact of your communication.
• Powerful, iconic images cut to compelling music, to set the tone of an event or product.
• Contemporary documentary style account of a practise or initiative.
• Drama or Role-Play of a scenario.
• Presenter-led explanation.
• Piece-to-camera direct address by staff member.
• Explanation using staff vox-pops and graphics, or animation.
Distribution
Distribution methods depend on your audience, and the purpose of the communication. Your video programme
can be distributed physically, as a DVD, VHS tape, or CD. It may be distributed electronically, via your PC
network, a website, or email.
A video may be stand-alone, bundled with supporting material, or be fully integrated within a presentation or
training package.
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Key points to consider….
• What do you want your video to achieve? What should the outcome be?
• Identify your audience – who is it aimed at? What might their tastes be?
• Budget – what sort of amount are you comfortable with spending? A ballpark figure.
• Clear brief – can you describe the above to a video producer so they will understand your requirements?
• Who will you need to involve in content decisions, and who will sign off the project?
• Do you wish to be involved on the shoot days?
• Do you want to use a famous piece of music? Any music you want to use in your video will have to be
licensed for copyright. A piece of famous or chart music may be expensive and can take along time to
license. Video production music is written especially for video productions and has a cost per unit.
• Do you need to follow up your communication with a feedback session or on-line discussion group?
The Process
1. Client Brief and Budget: What effect should your communication have on your audience, and how
much are you prepared to spend to achieve this?
You may wish to change a working practice, or to foster a particular attitude. With a brief and ballpark
budget, a video producer can work on the ‘treatment’.
2. The Treatment: This will very likely be a small number of treatments. The video producer will indicate
the basic ideas and a structured running order of a video, using around a page for each idea. You would
then use these as a basis for agreeing a suitable treatment which will be worked up to a greater level of
detail.
3. Draft One: This might be a script, storyboard, or bullet points to cover in the video. Which of these is
most suitable depends on the style of your programme. All those involved in commissioning the video
should have a copy of this first draft, so that changes can be agreed. It is usual for scripts to go to 3 or 4
drafts before a final script is agreed upon and signed off by the client.
4. The Shoot: The video producer organises crew cast and location, and starts the shoot. It can be useful to
have a client on set with the crew to clarify any details while shooting.
5. Offline edit: The video is edited in a low-resolution format. The client views this and can suggest
changes. This continues until the client is satisfied with the result.
6. Online: The video is rendered at full quality, and the client can again check this final version.
7. Distribution: The video is duplicated, or converted to be put on a website, or into a training package.
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As a Client, how am I involved?
You can be involved at each stage to make sure your message is represented as you want it to be. Treatments and
scripts should only progress to a shoot when you are satisfied they are what you require. If a client has time, it can
be very useful to view locations with your video producer, and be available on shoot days to check accuracy and
details.
Video Production at MEDIAmaker
The video team at MEDIAmaker each have over 10 years experience in business, education and broadcast video
production. We work in variety of styles for a wide range of clients, including high-street names, local
government, and multinationals.
As part of an integrated communications agency, we work with our conference producers, web site designers, and
animators to offer you compelling mixed media solutions which inspire and motivate.
This report has been produced to provide some key pointers when considering video as a medium for business
communication. If you would like more advice or would like a copy of our show-reel please call Stephanie on
0115 9255 440 or email: Stephanie@mediamaker.co.uk