June 3, 2013


Focusing on tone essential in video production

]People need access to the messages and information that will help them best do their jobs. This is a function that can be greatly facilitated by video for business, among other tools, as these options will help employees see and hear the data they require. This can be especially helpful when dealing with new applications, displaying internal protocols or trying to communicate an intricate or unique idea as part of corporate culture.

There’s also a need to make sure that these videos are properly addressing employee demands for information. In some cases, simply creating video communication regarding a specific topic can get the right data out as quickly as possible, but it doesn’t take into account the way these messages are addressing subject matter or viewership. In order to ensure that messages are effectively reaching the right people, organizations must be mindful of certain aspects of what makes recordings more effective.

Honing in on audience
Small Business Trends wrote that one of the most important aspects of making effective video communication tools is to ensure that companies are taking their target audiences into account when they set out to create recordings. If firms have a strong concept of who they want to teach, talk to or otherwise reach, they can better design the kinds of recordings that will relate ideas to these individuals most effectively. For instance, if businesses need to create a video regarding a new mobile application, a highly technical video would be inaccessible intellectually to many viewers. At the same time, a video regarding the same new technology that’s delivered in layman’s terms won’t be useful to IT personnel. Companies need to consider who will be watching the video when they create it.

Companies need to keep track of what they want to accomplish with these videos as well. Small Business Trends wrote that having a reasonable goal in mind when first putting a new deployment into action is the best way to ensure that it gets off the ground successfully and can be completed in a relatively reasonable amount of time. Just like in crafting a business plan, video communication deployments need to be created with a specific outcome in mind. Not only do companies need to keep these goals in mind while building and deploying these options, they also need to look into whether such outcomes are possible.

Business communication errors
Researching video receptiveness to various messages and ensuring these goals can be reached is the best way to make certain that money isn’t going to waste and that organizations can expect to see a positive return on these investments. If these recordings are targeted inappropriately, it means that these messages may not reach the right audiences. Even in cases where they do get to the intended viewers, anyone outside that narrow field may not understand the message behind these recordings.

For instance, CNN reported that the Internal Revenue Service (IRS) is currently facing scrutiny for a video it produced at a time when other government agencies were trying to limit costs. The recording showed a group of executives from a specific part of the organization in the midst of a staged dance competition, making light with one another and showing the group to be more human and relatable for employees. This recording aired at an IRS internal meeting in 2010 as part of an teaching and leadership meeting meant specifically for the department where all the managers in the video worked.

Targeting audience issues
While the video was ideal for the internal audience, the source stated that its dissemination to the general public was never intended. Due to economic climate and public opinion at the time when the enterprise video solution went public, citizens looked at the message negatively. However, the recording was not meant for this audience, making the tone and subject matter difficult for them to relate to.

“The meeting took place at a time where the IRS needed to ensure that managers had proper training to address significant new programs, major staff turnover and a substantial increase in security threats following the suicide attack on an IRS facility in Austin earlier in the year,” a statement from the IRS read.

This shows exactly why companies need to be so concerned with the overall idea of a video before even starting to script or film it. If the video does not gain its correct viewership, the message contained therein might be lost or misinterpreted by outside eyes. That may mean companies need to be more careful to limit their enterprise video portals and accessibility options, or it may require a broader message that can be enjoyed by a variety of individuals.