@danfarkas

#FPRA

What will you learn in 45 minutes?

• How should we think about multimedia storytelling?

• What are common storytelling components we need to abandon?

• How can you take this information and immediately apply it to your clients?

Questions I promise to answer

• What about lighting?

• What kind of camera should I use?

• What about outsourcing editing?

• What about stock footage?

How do we manage this? I’m not sure either…

How should we think about multimedia storytelling?

• We think about process first and content second.

• Please stop.

• Content > Process

• Content > Process

• It’s such a big deal t I typed it twice.

Tweet Friendly Tip: Great multimedia storytellers think about content first. The content helps take care of process. #FPRA

Let’s cut to the chase already

5 Up 5 Down Eyes Hitchcock

Pace Face

Natural Sound Canned Sound

Reaction Action

Going Home Riding The Viral Wave

What can this eye teach you about multimedia storytelling?

Wide, medium, tight and really tight. Shoot and move.

• Pans = Bad

• Zooms= Worse

• Remember your audience.

• Remember they have remotes.

Tweet Your Friends: The moment you jar the human eye, people look away. Great visual mirrors how the human eye works. #FPRA

But hitchcock used pans and zooms.

5 Practical tips to help your clients

• If you’re filming it yourself, map out what you think you need.

• Remember wide, medium, tight, really tight. It’s catchy.

• If you’re working with a vendor, discuss your expectations.

• Look for a tripod in the field.

• No tripod=problem.

What can jerry seinfeld teach you about multimedia storytelling?

Gigli is 47 minutes shorter than pulp fiction

Statement that might get @danfarkas in trouble, but I believe it so here it goes….

• We overthink time.

• The key to good writing is brevity. Be concise and thorough.

• We forget to bring thorough along for the ride.

• A one-minute video can still stink.

#FPRA @danfarkas

The face can kill pace

4 Practical tips to help your clients

• You really should edit every 3-5 seconds.

• This could mean more graphics.

• This probably means filming more footage.

• This definitely means budgeting more time and money for the edit bay.

#FPRA @danfarkas

What can this bird teach you about social storytelling?

7 Practical tips to help your clients

• Natural Sound creates pacing.

• You should always be filming primary audio.

• This means investing in a wireless mic.

• This means logging every frame of video.

• This requires more front end editing.

• You make it up on the back end and revision.

• Budget accordingly.

#FPRA @danfarkas

What can floyd mayweather teach you about social storytelling?

Life is about reaction.Capture the moment.

Capturing the moment means writing less.

4 Practical tips to help your clients

• Anticipate the reaction.

• A great reaction goes beyond the brand.

• Be prepared for the reaction during the filming.

• The video and audio are equally important.

#FPRA @danfarkas

What can neil diamond teach you about social storytelling?

5 Practical tips to help your clients

• If the moment is great, you can break all the rules I just mentioned.

• Great moments and what your clients think are great moments are often two different things.

• We have to fight for research to find the best story. This is why I teach PR in a journalism school.

• Great stories reach the right audience.

• Viral isn’t a strategy.

#FPRA @danfarkas

How can this all work?

How can you make this work? The farkas five

• Storyboard your vision. What should this look like?

• The better the moment, the more wiggle room for imperfect technology.

• If you don’t know if you have a wow moment, you don’t have a wow moment.

• Quality audio isn’t optional. Invest in a good wireless mic.

• If the moment isn’t great, invest in people and technology to make it great.

Questions I always get and wanted to answer

• Ideally, the person shooting your video is the person who should edit your video.

• HD isn’t a full-proof solution to video problems. You can still take terrible photos with a $1,000 camera. Invest in good audio solutions.

• Lighting is important, but don’t overthink it.

• Stock footage works with graphics. Making graphics for talking heads is easier than people make it out to be.

#FPRA @danfarkas

What do I hope you learned in 45 minutes?

• How should we think about multimedia storytelling? Content > Process

• The more we invest in people and pacing, the better our stories.

• How can you use one of these ideas to help tell a client’s story next week?

#FPRA @danfarkas

So now what?

• @danfarkas

• farkasd@ohio.edu

• (614) 668-8921

• http://www.slideshare.net/danFarkas1975