Public relations can be about addressing relatively small groups of people. Sometimes this is to educate and inform or perhaps to persuade. Visual presentation has moved a long way from just flip charts and OHP’s. PowerPoint, DVD and Mpeg video are now commonplace, their correct use, unfortunately, is not. Adrian Maguire of online PR specialist, www.CLICKintoPR.com outlines ten things you should do and ten things not to do.
Ten Things You Should Do 1. Discuss, plan, test, budget and brief. Discuss the objective, audience, message and required outcomes with colleagues before preparing a budget and brief.
2. Show reels. Use show reels to see what production companies have done and select two or three who have the skills and experience to answer your brief.
3. Attention span. Most people cannot take in a full 30-minute promo. Consider 10 to 20 minutes as the maximum attention span. Keep key points to the early part of the presentation as attention falls rapidly after the first 15 minutes.
4. Old technology. Flip charts and OHPs still have their place – especially with small group discussion and in brainstorming.
5. Future proof. Avoid using dates, prices, trendily dressed presenters or other elements that could date the production quickly.
6. Delivery technology. Use a delivery technology that your audience can access. VHS may be old hat, but many home audiences still have access. Similarly CD-ROM or DVD may be the ideal business medium, but beware that some companies do not have or actively disable them on workstations. The same is true of newer technologies such as USB pen drives, smartmedia and so on. If narrow-casting via the web – bandwidth is always a concern so find out if your intended audience has the gear needed to receive your message.
7. Multimedia usage. To expose the message to the largest audience consider adopting a variety of multimedia techniques such as video, video clips within PowerPoint, web usage, business TV applications and so on.
8. Consider context. How will the AV fit with print, web, advertising? Ensure production values are high, corporate design standards and messages are consistent.
9. Production values. Good scripting, photography, graphics and editing will reflect on you.
10. Keep your options open. Review and revise your AV periodically, including the delivery channels to reflect audience needs and the available technology.
Five Things You Should Not Do 1. Don’t let anyone tell you the medium is the message. What you say is more important than the way you say it.
2. Don’t fall in love with the latest technology. Using the latest cutting edge delivery technology cannot convey how advanced and forward thinking you are if most of your audience does not yet have access to such technology.
3. Don’t rush into production. Take some time to think about the objective, message, audience and media. Only then can you script, shoot, edit and print.
4. Don’t be too clever. The production company may be very excited about the latest sound and visual effects. Think carefully how this will be received by your audience and how quickly it may date the presentation.
5. Don't keep a promo after its sell by date. No matter how hard you try, everything looks dated eventually – so be prepared to start again.
© Ainsworth Maguire
To learn more about this author, visit Adrian Maguire's Website.
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Adrian Maguire
(Visit Adrian's Website)
Adrian Maguire has been a member of the
British Chartered Institute of Public
Relations since 1990. He is a co-founder
of CLICKintoPR.com - an online public
relations service that provides an
affordable way for companies and
organizations to send press releases,
place feature articles, raise their
profile, attract more customers and build
web site traffic. It is a simple
pay-as-you-go service without any hidden
costs. Press releases, features,
advertorial, mail shots and web pages are
drafted by professional writers from an
online briefing and can be issued within
24 hours – without the need for
time-consuming meetings. Distribution
lists are carefully researched from
100,000 possible UK and USA media outlets
– magazines, newspapers, e-zines, news
portals, radio and broadcast media.
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