Learn when to do it yourself and when to call in the pros. By: Lisa Arledge Powell, President, MediaSource Do you need footage of a new and intricate surgery, a question and answer session with some of your top doctors or video of health stories for the news media? Today many hospitals and health care companies have some level of video capabilities, whether it be the once popular but now discontinued flip cam or other hand-held video device. When should you shoot it yourself versus hiring a professional multimedia content production firm for your project? There are several issues to consider in making this decision. 1. Strategy: Never pick up a video camera before formulating your strategy. This includes establishing your goal and desired return on investment. If your strategy is to produce a product with a long shelf life you may want to consider an initial brainstorming meeting with a multimedia professional to start your project on the path to success. Many professional production companies offer complimentary project consultations which can help you determine which way to go. 2. Audience: Don't produce anything before defining your target audience. Is your audience the news media, internal employees or consumers? In the age of YouTube and Facebook, many consumers have relaxed their quality requirements for social media style video so do-it-yourself may be a viable option. However, if you are targeting the news media, consider using a professional to produce your content. This will give your content a greater chance of being picked up by media outlets. 3. Distribution: Plan in advance how to get your content to your audience. An "if you produce it they will come" attitude doesn't work in today's crowded media environment. With so many different formats, compressions and aspect ratios for content, it's more important than ever to deliver it properly. Research the proper specifications required for each type of media and understand the potential delivery methods so that you can make an informed decision. 4. Repurpose: Maximize your investment by repurposing your content for multiple audiences. In the age of getting more for less, every piece of video you produce should be used for multiple channels. Allow time and resources for "overshooting" your project so that you can repurpose your content for various audiences. Because internal and external audiences differ you may need to budget extra edit time for multiple versions of your project. 5. Return on Investment (ROI): Prove your results. Today every penny you spend counts. Before you begin production define success and identify the best measurement tools to measure success. Then, at the end of your project, you will be able to provide the ROI and value of your production masterpiece. Lisa Arledge Powell is the President of MediaSource, a multimedia production and media relations company that works with many of the nation's top hospitals, health care organizations and other brands to get their message to the masses.
By: Lisa Arledge Powell, President, MediaSource
Do you need footage of a new and intricate surgery, a question and answer session with some of your top doctors or video of health stories for the news media?
Today many hospitals and health care companies have some level of video capabilities, whether it be the once popular but now discontinued flip cam or other hand-held video device. When should you shoot it yourself versus hiring a professional multimedia content production firm for your project?
There are several issues to consider in making this decision.
1. Strategy: Never pick up a video camera before formulating your strategy. This includes establishing your goal and desired return on investment. If your strategy is to produce a product with a long shelf life you may want to consider an initial brainstorming meeting with a multimedia professional to start your project on the path to success. Many professional production companies offer complimentary project consultations which can help you determine which way to go. 2. Audience: Don't produce anything before defining your target audience. Is your audience the news media, internal employees or consumers? In the age of YouTube and Facebook, many consumers have relaxed their quality requirements for social media style video so do-it-yourself may be a viable option. However, if you are targeting the news media, consider using a professional to produce your content. This will give your content a greater chance of being picked up by media outlets. 3. Distribution: Plan in advance how to get your content to your audience. An "if you produce it they will come" attitude doesn't work in today's crowded media environment. With so many different formats, compressions and aspect ratios for content, it's more important than ever to deliver it properly. Research the proper specifications required for each type of media and understand the potential delivery methods so that you can make an informed decision. 4. Repurpose: Maximize your investment by repurposing your content for multiple audiences. In the age of getting more for less, every piece of video you produce should be used for multiple channels. Allow time and resources for "overshooting" your project so that you can repurpose your content for various audiences. Because internal and external audiences differ you may need to budget extra edit time for multiple versions of your project. 5. Return on Investment (ROI): Prove your results. Today every penny you spend counts. Before you begin production define success and identify the best measurement tools to measure success. Then, at the end of your project, you will be able to provide the ROI and value of your production masterpiece.
1. Strategy: Never pick up a video camera before formulating your strategy. This includes establishing your goal and desired return on investment. If your strategy is to produce a product with a long shelf life you may want to consider an initial brainstorming meeting with a multimedia professional to start your project on the path to success. Many professional production companies offer complimentary project consultations which can help you determine which way to go.
2. Audience: Don't produce anything before defining your target audience. Is your audience the news media, internal employees or consumers? In the age of YouTube and Facebook, many consumers have relaxed their quality requirements for social media style video so do-it-yourself may be a viable option. However, if you are targeting the news media, consider using a professional to produce your content. This will give your content a greater chance of being picked up by media outlets.
3. Distribution: Plan in advance how to get your content to your audience. An "if you produce it they will come" attitude doesn't work in today's crowded media environment. With so many different formats, compressions and aspect ratios for content, it's more important than ever to deliver it properly. Research the proper specifications required for each type of media and understand the potential delivery methods so that you can make an informed decision.
4. Repurpose: Maximize your investment by repurposing your content for multiple audiences. In the age of getting more for less, every piece of video you produce should be used for multiple channels. Allow time and resources for "overshooting" your project so that you can repurpose your content for various audiences. Because internal and external audiences differ you may need to budget extra edit time for multiple versions of your project.
5. Return on Investment (ROI): Prove your results. Today every penny you spend counts. Before you begin production define success and identify the best measurement tools to measure success. Then, at the end of your project, you will be able to provide the ROI and value of your production masterpiece.
Lisa Arledge Powell is the President of MediaSource, a multimedia production and media relations company that works with many of the nation's top hospitals, health care organizations and other brands to get their message to the masses.