2014 NSPRA Video Boot

CampJake Sturgis, APR

CaptureVideo.com

My BackgroundTelevision news producer at KBJR in Duluth, MN

Hopkins Public Schools, 2002-2005

Minnetonka Public Schools, 2005-2014

Capture Video, LLC

#2 Search Engine• 100 hours of video are uploaded to YouTube every minute• According to Nielsen, YouTube reaches more US adults ages

18-34 than any cable network• Mobile makes up almost 40% of YouTube's global watch time

The Power of Video

Text“My son just took his

first steps!”

Photo

12 Tips to Instantly Create Better Videos(And you probably already have the gear to do it!)

Pre-Production of your Video

1. Have a Plan

Planning Your Video

What is your goal?

Who is your audience?

What are your key messages?

Who are your spokespeople?

Do you need a script?

What are the shots you need to get?

How long do you want the video to be?

Planning Your Video

Who is shooting the video?

Who is editing the video?

Who is scheduling?

Do we need media release forms?

What’s the timeline to get it done?

How will it be distributed?

Can it be used in multiple ways?

2. Know Your Key Messages

Production of your Video

3. Keep it Steady

4. Love the Landscape

5. Forget the Zoom

6. Audio and Video are Married

7. Tap it in

Auto Iris Tapped Settings

8. Don’t Just Stand There

Post-Production of your Video

9. Keep it Short

10. Make them Blink

11. Sweeten the Audio

12. Use Graphics

Common School PR Video Blunders

No key messaging developed

Trying to force something into a “video story”

Videos are too long

Contain too many date/time references

Poor video quality (no tripod, quick zooms)

Poor audio quality (no external microphone)

Too much “talking head”

Tell a Story

Stories need a beginning, middle and end. They need characters, conflict and surprises.

Most importantly, they need to move forward and reward the viewer along the way.

These elements, regardless of their format, can turn any medium into a powerful story.

Tell a Story

Video StorytellingAndy Smith

Minnetonka Public Schools

Want to tell your story?

You have to have someone to listen.

Charter Schools have it easy

• Easy Story to Tell

• Different

• Personal

• Not As Much Baggage

make it personal

Remember In a School District We Are All Neighbors

be like furniture

Always Have a Great Story to Tell. DO NOT SAY: I Bought It at IKEA.

IT H

AS

TO

BE P

ER

SO

NA

L

It’s in here.

Who Still Uses This?

This is not print

• You’re here because print is not working.

• Personal Stories Come First

• Facts Are Worked In

not every story will be

told the same way

Let little Susie tell her own story.

Steal.

Create a Melt Reel.

story methods

• Progression

• Not Inverted Pyramid

• Top Ten

• Yin and Yang

• Lego

• Narrative

• Steal

Christmas Tree Model

• Build Up to Sub Points• Big Reveal• Cleanup

WO

This is video. Half of it’s done.

Not every story wins an emmy

Not every video will have a large audience.

Do not be afraid to experiment.

One good Picture is better

than this

the tools of the trade

• Seady, Sequenced Video

• Compelling Natural Sound

• Wide, Medium, Tight, Ultra Wide, Ultra Tight

• Action, Reaction

Get out of there

Be Imaginative, Creative and Present

you have to care

Do not attempt video unless you care enough to relate your children’s stories.

Shooting Your Video

Shot CompositionRule of ThirdsTalk SpaceHead RoomLead RoomCamera Angles (High, low, eye-level)Balanced frame

Shooting Your Video

Shot Sequences help tell stories

Tight, Medium, Wide Shots

Match on action

Look for the action

Tip: Hold shots for 10 seconds

Shooting Your Video

You are shooting for the edit It’s like making sausage

Shooting Your Video

More Jargon:

Pan (side to side camera movement)

Tilt (up and down camera movement)

Zoom (in and out camera movement)

Iris (opening to let light into camera)

White Balance (adjusting colors)

Conducting Interviews

Be aware of your background

Never record in an administrator’s office

Use a microphone and tripod

Check your focus, audio levels, etc.

Have them repeat your question

Don’t give any verbal cues

Tips for Interviews

The people closest to the story, should tell the story

Find a good place for the interview

Avoid interviews in administrators offices at all costs

Have them repeat your question in the answer

Use non-verbal cues during responses

Lighting Tips

More light, the better

Don’t shoot interviews near windows

Stabilization Techniques

Use a tripod whenever possible

Find places you can balance off of

Create a human tripod

Getting Great Audio

Good audio is essential for video

Find a microphone

Be aware of your surroundings

Lavaliere Microphone

Lavaliere Microphone

Hand-held Microphone

Shotgun Microphone

Camera Microphone

iPad Microphones

iPad Microphone Adaptors

Shooting Video on an iPad

Editing Takes Time

My averages:10 minutes of

raw footage = ONE minute edited

1-3 hours of editing for ONE edited minute

Ditch the editing!Shoot, upload, share.

Use Promo Code “NSPRA50” through October 1 to save $50 on your first video.

CaptureVideo.com/3tap

Music and Graphics

www.VideoBlocks.com

www.Pond5.com

www.DigitalJuice.com

http://www.youtube.com/audiolibrary

www.FreePlayMusic.com

Video Delivery

WebYour District WebsiteVideo Sharing Site (YouTube, Vimeo)Social Networking Site (Facebook, Instagram)Video Hosting Site (Granicus, SchoolTube, Wistia) iTunes University

Public Access Cable TV

CDs and DVDs

Search Engine Optimization

Upload your video to a prominent platform (YouTube, Vimeo, etc.)

Use the right words in your video tags and descriptions, don’t abbreviate

Use informational words in your title, tags and script (How to…, History of…)

Make great videos

Finding the Right Keywords

Looking at Analytics

Looking at Analytics

Link Time to YouTube Video

Take your YouTube URL:http://www.youtube.com/watch?v=2MGaKwiNtuI

Link to 1 minute and 8 seconds into the videoAdd #t=01m08s to end of the URL

http://www.youtube.com/watch?v=2MGaKwiNtuI#t=01m08s

My Contact Info

Jake Sturgis, Capture Videowww.CaptureVideo.comwww.3TapEdit.com

jake@capturevideo.com

Andy Smith, Minnetonka Public SchoolsAndy.Smith@minnetonka.k12.mn.us