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With Canadians watching more videos than any country in the world, online video is an important consideration to any communications program. The focus of this presentation is to educate communications professionals who are considering video as part of their outreach as to the planning, production, media relations and measurement aspects of a video program. During the presentation, you will learn tips and insights on: - Video planning and production (25min)- Considerations when pitching your video (20min)- Measuring your results using the Media Relations Rating Points system (15min)This professional development session was presented on January 27, 2011 in Ottawa, On, Canada in conjunction with News Canada and the Canadian Public Relations Society (Ottawa-Gatineau) and featured real world examples that you will be able to utilize in your communications planning.
Citation preview
From Storyboard to YouTube: Creating Video with Measurable Results
News CanadaVictoria ProcunierAngela Di StasiDiane Williams
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Agenda
• Overview and background• Video Production – Angela Di Stasi• Media Relations – Diane Williams• Measurement – Victoria Procunier• Questions
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Online Video in Canada
• 80% of Canadians watch video content
• Canadians watch approx 263 videos/month
• Canadians spend more time online than watching TV
• About half of that time is spent watching videosEvent Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Ingredients of Success
= Success?
Event Twitter hashtag: #cprsaott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Who is News Canada?
• For over 30 years, we have provided the media (print, broadcast and Internet) with ready-to-use editorial content and we provide your organization with the opportunity to be featured in that content
• Producing video for television since 2000
• Entered the online video space in 2005
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Our audiences
• Media– Supply portals: MSN.ca, Yahoo!
Canada, Sympatico– Pitch to media sites– Supply networks, e.g. PHSN and
retail websites, e.g. Home Hardware
• Clients– Corporate– Non-Profit – Government– PR Agencies
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Angela DiStasiVideo Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Making a VideoSIMPLE?
Making a VideoSIMPLE?
1. Grab a Camera
2. Get someone to talk in front of the camera
3. Get editing software
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Fast, Easy and Simplecan get you this…
Fast, Easy and Simplecan get you this…
BOB
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
3 major parts to production
Post-ProductionPre-Production Production
Making A Great VideoNo matter what budget
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Scriptwriter’s Role1. Content
To develop the content of your video ask yourself these questions
• What is this video about? What message do you want to convey?
• What does your audience want (viewers/media)?
• How is this beneficial for the consumer/Canadian?
Pre-Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Scriptwriter’s Role1. Content2. Choose the style of video that benefits your
message• Some popular styles of videos:
*When being creative, always have the viewers’ best interests in mind.
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
“How To”“Webisode”“Documentary style”“Newscast”
Pre-Production
Video Styles – How To
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Pre-Production
Go to next slide to see an example
Video Styles – Webisode (with Host)Pre-Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Go to next slide to see an example
Video Styles – Webisode/Documentary Pre-Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Go to next slide to see an example
Scriptwriter’s Role cont’d
3. Scriptwriting• Write for video NOT for a print article
• Write the way people talk
Tips for purchasing a fuel-efficient vehicle
(NC)—When it comes to purchasing a new vehicle, you might want to consider buying the most fuel-efficient one that meets your needs. Follow these tips to help you make an informed decision:
Print Article
Video Script
Pre-Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Scriptwriter’s Role cont’d
4. Scriptwriting – B-Roll NRCAN- Anticipating Traffic — B-roll only Script
• Have one visual (b-roll) for every 1-2 sentences, the more the better
• Stay away from a talking head
• Talk to your editor - helps with visuals
Pre-Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Go to next slide to see an example
Scriptwriter’s Role cont’d
5. Scriptwriting - Timing
• Recommend videos be 2 minutes
• 1-2 message(s) per script
• The shorter the better
• 400 words = 2 minutes
• 1 page (NC template) = 1 minute
Pre-Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Producer’s Role1.Shot list
STEPS TO MAKING A SHOT LIST
1. Read through script and make a list of all required visuals/shots
2. Add in any extra shots that the scriptwriter may not have accounted for
3. Organize the order of shots
Pre-Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Producer’s Role cont’d
1. Shot list
Organization of shots
Considerations: 1) Grouping of shots2) Timing3) Location assessment4) Shot assessment
SEC 1-Living room
SEC 2- Kitchen
SEC 3 - Basement
Pre-Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Pre-Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Producer’s Role cont’d
1. Shot list
Include the following in a call sheet…
• Names and phone numbers of everybody on the shoot
• Date• Time• Locations• Schedule for the day*Call sheet should be sent out 48 hours before the shoot day
Pre-ProductionProducer’s Role cont’d
2. Call Sheet
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
• What equipment will you need to bring your video to life?
Consider: Technical capabilities/ Camera Crew
Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Producer & Camera Crew cont’d
1. Day of the shoot — before pressing record on camera
• Dual daylight molefay lights
• Camera on a crane
• Lowel light inside the car x2
• Kicker lights under the car
• Water on the floor to create shine
Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Producer & Camera Crew cont’d
1. Day of the shoot
Production
Camera on a mini tripod
Very small attic!
‘Pro light’ in the corner ‘Diva’
lights
Steady Cam
Producer & Camera Crew cont’d
1. Day of the shoot
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Go to next slide to see an example of the attic
we had to film in
Take every shot at least twice
Different framing and angles
Always leave time for b-roll
Always get more b-roll than planned
Angle 1-MS Angle 2-CU Angle 3-CU
Producer & Camera Crew cont’d
1. Day of the shoot
Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
• Always take time-code
• Helpful for editors
• Useful for reference
Producer & Camera Crew cont’d
2. Time-code = Time saver
Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
*Make sure you have the card or tape after the shoot.
Producer & Camera Crew cont’d
3. Got the tapes?
Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Editor’s Role1. Organization
Make sure you have
• Script
• Time Code
• Tape / Card
• Conversation with producer
Post-Production
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
• Load tapes or cards
• Label every file loaded
• Know where all files are located
• Make folders-keep organized
• Colour Co-ordinate
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Editor’s Role cont’d
1. Organization
Post-Production
• Well versed in editing software
• More precision • Creative flexibility• More effects • Technical
obstacles • File formats
Work with a professional Editor/software
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Editor’s Role cont’d
2. Editing
Post-Production
Editor / Motion Graphics Artist’s Role3. Motion Graphics• Brings your video to life• Contemporary flare• Use professional Motion
Graphic Artists • Very time consuming• 1 graphic taking up 10
seconds takes 1-4 hours or more to create
• For a 1-2 min video leave 5-8 days for editing/graphicsEvent Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Post-Production
Go to next slide to see an example
• Complete each of the 3 P’s
• People will watch
People will watch
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
In Conclusion
Post-ProductionPre-production
Production
MEDIA RELATIONS FOR YOUR VIDEODiane Williams
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Technology has dramatically altered how we consume media
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
This year Canadians will buy more smart phones and tablets than computers.
Internet usage through mobile phones increased 25% last year.
Today’s technology enables consumers to access content in ‘real
time’ from any location
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Millions of Canadians everyday are saying …“I need this information”“I am researching this topic” “I am looking to buy these products”“I need urgent health care advice”
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
We are in the midst of another evolution - no longer tied to any one place to search information
It is more important than ever to have an online presence.
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Now that you have decided to build it, how will they find it?
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
It’s a matter of distribution
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Niche placement is easy
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
But — to build a brand, promote your expertise, execute a launch and engage in consumer education...
You need mass reach.
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Mass distribution increases the odds that you’ll be found when Canadians are looking
for your information
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
To achieve mass reach online:• Investigate what sites Canadians are
visiting: comScore, Google, media lists
• What is the audience reach of site: tools such as MRP
• Ensure that your video has the quality that is required – story, production, value
• Go beyond the obvious – look at retail sites, associations/community sites
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Selecting where your video is going to go
Any ol’ site won’t do: Canadians are more wary than ever of where, and from whom, they receive information
Website Considerations: - Search ranking (SEO)- Reputation- Subject authorities and experts- Current and relevant - Sharable
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Portals have tremendous reach
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
MSN.caYahoo.ca
Globe & MailOttawa Citizen
Global News at 6 CBC National News
3,902,0002,806,000
906,000242,000
841,000507,000
Daily Reach Web
Daily Reach Print Edition
Daily Reach Television Audience
Mainstream media sites are the best approach to reaching bloggers.
This may or may not surprise you, but......
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Researchers at Cornell tracked 1.6 million mainstream media sites and blogs
Researchers at Cornell Universitytracked 1.6 million media sites and blogs
3.5 % of stories originated from
bloggers
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
96.5 % of stories originated from traditional media
How do you harness the potential of portals and websites?
Through Media Relations employing the same outreach techniques as traditional media
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Outreach Tips
• Establish relationships • Web editor not webmaster• Best method of communication• How much content can you provide?• Ensure content is editorial
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Be Unique
Roses are Red, Violets are Blue Our content is powerful and ready for you Roses are Red and Orchids are Peach Our content will - quadruple your reach! Violets are Blue and Daisies are Black If you can't use our content I am sure to get sacked! Rich thought I must call and provide solutions to your needs He feels the value of our message you should really heed My poetry is - a bit juvenile, but our content's power is beyond denial
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Successful Strategies
Compelling Content
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Increase your offerings
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Successful Strategies
Think outside the box
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Successful Strategies
Entertainment Guide
CTV.CAFound April 08, 2010 under CTV news video,Lifetime with Pauline Chan
http://watch.ctv.ca/news/health/lifetime-with-pauline-chan/#clip281110 Don’t forget traditional media
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Successful Strategies
Understand some of the challenges of the web editor
Make it easy for the media to use your video
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Successful Strategies
More sites, more sharing
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Successful Strategies
Recap
Online presence is critical to your communication strategies
Prepare a media relations plan including targeted and mass reach sites
Don’t forget traditional media Make it easy for the websites
to use your video content
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Victoria Procunier
How can you measure online videos?
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Measurement
• Audience reach potential– The potential of a person to
view your content similar to print and broadcast
• Where does the data come from? Third party organizations– Online comScore
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
comScore
• Next Up: Video– Who they are– Top Canadian online trends for 2010– How they measure– Future of online – online media and
mainstream media – and measurement in Canada
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
How can you access this online data and measure
your program?
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
What is MRP?Background:• Introduced in 2006• Created for the
industry, by the industry
• Created by the CPRS and endorsed by the Canadian Chapters of IABC and the Canadian Council of PR Firms
• Support and data provided by News Canada
• Managed and governed by the CPRS Measurement Committee
What it does:• Quantitative Analysis -
Provide audited audience data
• Qualitative Analysis – based on your own criteria
• DIY and Media Analysis options
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
400+ subscribers/400+ abonnés
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Audience Data Sources
• Newspapers (Dailies and Weeklies)– NADbank, Combase, Crop/ Stathebdo
• Magazines – Print Measurement Bureau (PMB)
• Internet– comScore Media Metrix
• Television– BBM Neilsen
• Radio– BBM Neilsen
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Quantitative Measurement
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Qualitative Measurement
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Cost?
Simplified reporting for the cost of a latte a
day.
Try it out for free.
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
Overview
1. Production
Tips and insights to create compelling content in a manageable way
3. Measurement
Using audience reach data to determine the potential of your video to be seen
Access to data using the Media Relations Rating Points system
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900
2. Media relations
Insights into online media and tips on getting your video picked up
Questions?
Contact: Victoria [email protected]@VProcunier
Event Twitter hashtag: #cprsott | @PRNewsCanada | http://pr.newscanada.com | 613-241-9900