StoryTeller Media & Communications
Minneapolis/St. Paul Marketing and PR agency and video production company|StoryTeller
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Video Production So Good You’ll Cry
When you’re in the video production business the challenge is keeping each video as fresh as the one before and making sure that you’re always pushing yourself as a producer to create remarkable content. I’ve always believed that any video should make you feel something. Make me happy, sad, inspired, ticked off, whatever it is - move me! Just don’t leave me feeling empty, staring at my watch wondering when the misery will end.
Fortunately, we haven’t had any clients begging us to “stop tape” especially when it comes to our work with non-profit organizations. One extremely informal way we measure the success of a piece is what I call the “cry test.” Pure and simple - did you or did you not cry after or while watching that piece? You won’t find this evaluation criteria in any video production classes or manuals. Most people who produce video for a living have similar ways to measure the success of a piece.
As a producer, when a video story moves your audience to tears, you know you’ve done something right. You’ll receive an incredible amount of satisfaction watching someone cry and then hear them say three magic words, “I love it.”
Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency and video production company based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media, video production and crisis communications.
5-Video Production Tips to Avoid a Major Production
Produce a Video Without a Problem
If you’re considering the use of video as an online marketing tool, there are a few things you want to keep in mind when communicating with your vendor. You see, whether you’re talking to a Minneapolis video production house or a video production company in Denver or Tucson, we all tend to want to do the same thing - produce a great video that really shines for our client. One thing that not all vendors will do, though, is stay true to their commitment as storytellers. Here’s what I mean: often, the client has a lot of “requirements” for their video - these are things that they feel MUST be in the piece in order for it to gain mass approval. Often the excess items that are included are exactly that - excess. The trouble is, many vendors wanting to please their client, acquiesce and produce based on the client’s “must haves” and sacrifice the integrity and quality of the work.
So, what can you, the client do and what can you, the vendor do? Here are five tips for you both to consider as you’re planning your project:
Share Vision
So often, the client has a vision of what the piece “should” look like. Often times it’s difficult to articulate, especially to a video producer, because the client feels inadequate or that their ideas don’t count. After all, “they’re not the producers!” Instead, they keep to themselves and empower their vendor which sounds like a great idea, but it can also lead to conflict. If you, the client, have seen something that you like or have a specific video in mind that you can share with your vendor, do it! Let them see what you’re seeing in your mind. You’ll find out if the project is realistic and you’ll set the proper expectations for your vendor. As a vendor, find samples of work - whether it’s yours or someone else’s - that you can show to your client that illustrates what you have in mind. Share the vision, that way the odds of your success down the road are much higher.
Less is More
In virtually every situation, the client has certain elements of a story that must be included in a video. Often times, there are just a few essential items, but as opinions are collected from associates of the client, the list of “essential” items often grows. Remember, that more interviews or characters in a video often distills and confuses messaging - especially in a short video. Try sticking to a couple of characters that are able to tell multiple stories. This is especially true when producing videos for non-profit organizations. So often there are so many great stories, the tendency is to tell as many as possible, but ultimately, one terrific story is all you need.
Communicate
Don’t ever be afraid to say you don’t like something. It’s like the people that are served a meal other than the one they ordered, but they say, “oh, it’s okay, this is fine,” and then they proceed to grouse through the entire meal. If something isn’t right - and I’m talking to you, Mr. Client - speak up and let your voice be heard. You’re not going to hurt anyone’s feelings and if you do, tough. You’re paying the bill, you be sure to get what you want.
Approve Changes
As you go through script revisions or edit revisions be sure to sign off on all changes. Don’t assume the other side knows what you’re visualizing in your head. Keep in mind that editing video is a game a frames. In other words, one or two frames may not seem like much in the big picture, but those little frames can make subtle differences that affects the end product. So, be sure you see every revision before approving.
Let Your Video Producers Produce
On a cerebral level all clients understand this, but as the creative process begins quite often it’s difficult to let the producers produce. It begins with having confidence with your vendor, sharing vision and communicating along the way. Ultimately, it’s critical to remember that you trusted your vendor for a good reason and hopefully because they’re accomplished video storytellers. Always express your opinion, but trust the good judgement of your vendor. If you don’t have that trust, you may have selected the wrong company.
Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency and video production company based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media, video production and crisis communications.
PRSA Re-Defines PR and It’s About Time
So, the Public Relations Society of America (PRSA) is re-defining public relations with the help of its members. Here’s what the PRSA has on its web site:
“‘Public Relations Defined’ is an initiative to modernize the definition of public relations. Through an open and collaborative effort, PRSA and its industry partners are providing a platform for public relations, marketing and communications professionals to add their voice to a new definition of public relations.”
2011 StoryTeller Highlight Video
It has to be said… 2011 has been an amazing year! We have had the pleasure of sharing so many of our client’s stories both through video and other avenues. So for our annual holiday video this year, instead of sharing stories of our own, we decided to share with you a taste of what we’ve been so fortunate to work on this past year. Happy Holidays from all of us here at StoryTeller Media & Communications.
Online Marketing Trends to Watch in 2012
Changing Times on Minneapolis PR Scene
Years ago when I was first starting StoryTeller, a PR friend of mine here in Minneapolis, told me that she didn’t think there were many new business opportunities in the Twin Cities. Her feeling was that the Minneapolis PR scene, and the Twin Cities PR scene, was pretty much tapped out. In some cases, she was right. When it comes to developing medium and large public relations accounts in Minnesota, it’s highly competitive with exceptionally strong agencies behind the biggest brands. On the flip side, we, at StoryTeller, weren’t trying to rule the PR world, we just wanted a small, little corner. Now, with online marketing exploding and consequently blurring the lines between marketing and PR, there is no better time to be a small, tactical and nimble inbound marketing and PR agency in the Twin Cities.
Crisis Media Do’s and Don’ts
Paying for crisis media training is kind of like buying homeowners insurance. It’s critical that you have it, but you hate paying for it because the odds of something bad happening are pretty small. Yet, in the event the unforeseen becomes a reality, you must have it. Crisis training is similar. No business owner or leader expects to have a crisis, in fact, most operate on a day to day basis without any sort of training whatsoever. For the most part, this is seemingly a good way to go - until you have a crisis!
Redefining public relations
How the role of public relations has changed
Public relations professionals are known for their communication skills. However, when asked to communicate what it is a public relations professional actually does, many (including myself) come up short. How do you succinctly describe a job that encompasses everything from media relations to social media to collateral material creation to event planning to marketing? Even the textbook definition of public relations leaves something to be desired:
Public relations helps an organization and its publics adapt mutually to each other.
This has been the formal definition since 1982. But how can we expect anything from 1982 be relevant in today’s ever-changing communication world? Needless to say, the Public Relation Society of America’s (PRSA) campaign to redefine PR is long overdue.
What is Inbound Marketing, You Ask?
If Inbound Marketing Was Easy….
If inbound marketing was easy, everyone would do it. For years, businesses have clung to the outbound marketing concept - cold calls, advertising, billboards, direct mail. You know what I’m talking about, you’re doing it today in your business and have been for years. But do you balance that work with inbound marketing? If you’re not familiar with the term, “inbound marketing,” I ask you this - are you familiar with search? With google? Do you know why some businesses rank higher in organic search than others? If you are, then inbound marketing will come easy to you. If not, hang tight, we’re going for a quick and fast ride!
Is There A Right Way To Do Social Media?
Is there a right way to “do” social media? I suppose it’s no different than asking whether there’s a right way to “do” conversation and the answer is, probably not. However, there are socially acceptable ways to have a conversation just as there are socially acceptable ways to engage in social media. So then, it is also true that there are those in social media who are socially inept just as there are people who are socially inept in face to face situations.
The socially awkward, or inept, people online show themselves in many ways, you see them all the time in places like Facebook. They are the people whose self-promoting posts are always about themselves or they’ll relentlessly comment on your posts or conversations only to talk about themselves. If you’re wondering if you’re socially inept or awkward in social media -as a brand or as yourself take this litmus test:
A Social Media Mistake: A Case Study of Online Customer Service
Social Media Misstep: A Case Study
In this relatively new age of social media marketing, so many businesses are finding their way. Some have catapulted their businesses into overnight successes, while others are plodding along trying to figure things out and then there are those who are still on the sideline. Nevertheless, it seems daily there are new case studies of both social media best practices and worst practices.
Recently, here in Minnesota, those of us in the PR and social media space witnessed a faux pas that reminded us of the power of online marketing. A Minneapolis-based, family owned, liquor and cheese shop, ran into a buzz saw of online public opinion that left customers irate and the company stuck on mute. This store, which claims to be the largest of its kind in the midwest, has been a one-stop shop destination for the biggest selections of wines, cheeses and beer.
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- Video Production So Good You’ll Cry February 3, 2012
- 5-Video Production Tips to Avoid a Major Production January 18, 2012
- PRSA Re-Defines PR and It’s About Time January 2, 2012
- 2011 StoryTeller Highlight Video December 22, 2011
- Online Marketing Trends to Watch in 2012 December 22, 2011
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