By Jason Fararooei, President, Yellow Cape Communications
With the widespread adoption of social media engagement and blended learning strategies, organizations are incorporating video into their training and strategic communication initiatives.
When produced with foresight and thoughtful consideration, videos are highly effective in supporting and shifting organizational culture, creating deep and nuanced learning opportunities, and increasing employee engagement.
But developing and producing high-quality training or strategic communications videos is complex, resource heavy, and time consuming. Executed properly, high-quality media is an invaluable asset to an organization’s strategic goals and its brand. In contrast, poorly produced multimedia creates roadblocks to organizational effectiveness, inhibits learning, and reduces employee engagement.
Focusing on the three pillars of production success, organizations can create engaging content that positively affects business outcomes and culture.
Contracting with the right communications firm is paramount for a successful multimedia production. Effective campaigns rely on fluid collaboration between senior leadership, forward-thinking instructional and communication designers, and a skilled producer or director. An evenly left- and right-brained producer or director ensures the ideal balance between education (internal or consumer) and entertainment by translating organizational goals into creative and visually appealing storytelling. Rely on your producer or director to:
- Turn your script into a sequence of meaningful human interactions specifically crafted for the camera (blocking, scene-setting, and camera positions)
- Determine the required equipment and production personnel to film your script(s)
- Manage and direct day-of-production technology and film crew
The technology boom that began in 2006 drastically altered our media consumption habits and expectations. Paired with our culture’s increased use of online technologies and communities, access to filmic-styled media raised viewers’ minimum acceptance standards. In short, our production value expectations today are more aligned with the look, style, and feel of broadcast television and high-quality professional grade films. When producing your videos, always work toward the following filmic standards:
- Visually pleasing imagery paired with multiple camera angles ensures viewer engagement.
- Clean and clear audio reduces listener fatigue.
- Short messaging (2-4 minutes) holds the attention of the viewer longer, creating opportunity for deeper understanding. Have additional content? Craft separate videos that complement one another and work together as part of a larger whole.
Creating high-quality video is expensive, time consuming, and resource intensive. To maximize return on investmet, organizations must plan and produce strategically. Repurposing content is an effective way to maintain educational continuity and messaging consistency while supporting and promoting organizational culture and brand. When media is created to filmic standards, seamless integration of multiple video assets spanning months or even years of different productions may be utilized to create a variety of new media. To maximize on your video investment, consider the following.
- Create behind-the-scenes content for internal or external social media channels.
- Film employee interviews that capture their personal experience and the impact of their contributions to the project.
- Consider organizational or departmental communication needs 4-6 months after the completion of your current initiative. How can today’s production support future needs and goals?
Using filmic video in your training and strategic communications initiatives may seem complex or overwhelming. However, when approached strategically, organizations can support culture, create impactful learning opportunities, and increase employee engagement.
About the Author
Jason Fararooei is President of Yellow Cape Communications and an organizational development professional with 15 years’ experience creating and delivering corporate training initiatives, strategic communications, and end-to-end multimedia campaigns for clients across academia, Fortune 500, and nonprofit sectors. Jason collaborates with senior leaders to improve organizational performance, excellence, and effectiveness by creating new ways of thinking. Jason holds an MA in Organizational and Strategic Communication from the Knight School of Communication at Queens University.