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Video Production Tips
Film and Video Pre-production Notes©
by David L. Shank, APR
and Marilyn Shank, APR
Shank Public Relations Counselors
A wise person once said, "The devil is in the details."
The following points should be considered as you begin planning
a film, multimedia video or audio project:
Obviously, many of the same concerns apply equally to Web sites,
computer multimedia or trade show exhibits.
Details, details, details, details.
Know what you're trying to accomplish -- goals, objectives, target
audiences.
Know your media -- there is a difference between the appearance
of videotape vs. film.
If your piece will only be on cable, you can probably economize;
if it's going statewide or to a national network, use the latest
and best format/technology.
Know the technical needs of the media. VHS won't work on broadcast
television, but it would be acceptable for the classroom; TV stations
prefer broadcast-quality Beta for news. If shot on film, you'll
do your editing on tape and convert to tape.
Be prepared for nearly any contingency -- have a plan for when
everything goes wrong including bad weather.
You are responsible for everything (depending on budget) -- from
paper clips to baby food.
Be flexible -- be able to make slight changes in copy, positioning,
words, etc. Significant changes should be reviewed with the client.
Be assertive -- you are ultimately responsible. Take the advice
of your producer but check out every shot. Don't be afraid to
stop if you don't like the shot or audio or the actor's delivery.
Stay out of the way of the technicians during set up...the toys
and equipment are fascinating, but if you get in the way -- you
cost money.
Keep good records or have a continuity person track all takes
and shots -- this will help in editing, eliminating the obvious
bad takes.
Have takes converted to VHS window dubs for editing purposes
and creating your EDL -- edit decision list.
Recognize the importance of a strong audio track. There's more
to the piece than just pictures.
Details, details, details, details.
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