CorpComms Magazine

1 Keep in mind your purpose, audience and context

A video for an event is very different to one that will be used in the workplace. An opening 'fanfare' video for an event will usually be designed for maximum impact on a single viewing, hitting the audience right between the eyes and setting the

mood for what follows. A training or internal communications video, on the other hand, can afford to take more time to deliver its message. A modular structure and prompts for group discussion could be included, as could interactive options via CD-Rom or DVD.

2 Quality, not quantity

People are always tempted to do a 15-minute video, but you could be getting more bang for your buck with three minutes. It won't necessarily be cheaper, just more effective. It's also vital that your production compares favourably in terms of quality and style with programmes shown on television. Your audience will expect - perhaps subconsciously - this level of quality.

3 What does your audience really want to see?

In order to hold the attention of your viewers, make sure the content is relevant to them. Consider how they might perceive different elements of the communication. For example, what will it mean to them if the chief executive heads up the programme? Will it add value or will it suggest that the video's message is a diktat from the top? Send one message for one audience. A catch-all production won't suit anyone.

4 Get interactive

Engaging your audience can be easier if there is an opportunity to participate.  Being able to use CD-Rom and DVD technology means that video programmes can be accompanied by a whole host of features.

5 Be collaborative

Involve your production company as early on in the process as possible. We find it

useful for clients to come to us for help pre-brief. We can help them define the

brief, which helps us to develop the shape of the message more effectively.

6 Use the right format

Where possible, it is best to shoot all of your corporate footage in high definition (HD) format. Not only is HD preferable for videos that will be displayed on a large screen - for example, during an awards ceremony - it also has huge archive value. This means you won't have to go back and re-shoot footage when older formats become out of date. It is far better for clients to opt for the best possible quality first time round, or they may have to do it all over again later.

7 Corporate programmes are not adverts

Commissioning a corporate programme through an advertising agency can be an expensive mistake, as the two areas require different disciplines. Often the kinds of production values that are lavished on a television advert are unnecessary and misplaced in corporate television. A corporate broadcast can be very specific, and for a very narrow audience. The creative guys in advertising will want something for a much broader audience, similar to a TV or cinema advert. This is unlikely to get your specific message over to your audience effectively.

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