• What You Can Learn from The Tina Patsch Story

    December 10th, 2011

    If I said you could get the president and CEO of a major American corporation to watch and personally respond to one of your videos in just a few hours, you’d likely say “No way!” And if I were to add the fact that he copied the top executives of his company in his response so they could see the video, you’d really question it.

    No, the video is not an award winner with extraordinary production values.  In fact, it was shot with an Mac’s webcam in just a few minutes.  So what’s the deal?

    It’s the Power of Story and a Savvy CEO Who Knows a Good Thing When He Sees It

    Here’s the email I received from Gerry Lopez, CEO and President of AMC Entertainment, the movie theatre company.  He was responding to my short video relating a bad experience that turned into a remarkable one.

    As you read this, consider the fact that Mr. Lopez has a myriad of issues to address, but this simple video engaged him, probably irritated him at the start, then made his holiday season:

    Dear Mr. Kaplitz,

    Thank you for reaching out, taking the time to put together the video and sharing your Tina Patsch story.  You’ve made my holiday season, that’s for sure!

    I am sorry we had an issue with your cards to begin with. But if we learn from it, and if it gives Tina a chance to shine… well, then the sting is a little less. Truth is we have in the past year introduced a core purpose at AMC.  Simply stated, we’re here to make smiles happen. Sounds like Tina did.

    Thank you for being patient with us and being so understanding.  It is rare, and we appreciate it.  Thank you, also, for your continued support of AMC.

    Have a great holiday.

    Sincerely,

    Gerry Lopez

    President and CEO AMC Entertainment

    Now here’s the very basic video which I introduced in an email saying:

    “The Tina Patsch Story won’t be coming to the big screen — but this two-thumbs up adventure had to be told!”

    Then the link to the short video.

    TAKEAWAYS

    You can be your own media company thanks to YouTube and the power of social media.

    One-to-one video storytelling can get your message across if the story is relevant.

    Be yourself, be real, as we tell our Content Marketing clients all the time.

    Find somebody or something in celebrate even for what starts out to be a bad experience.

    ———-

    You noticed that Mr. Lopez’ response wasn’t simply the standard “Thanks for your feedback.” The guy understands corporate culture, brand touch points, Brand Ambassadors who bring brand experiences to life, and what we call The Power of Story. No surprise when you look at his background. Previously, as executive vice president of Starbucks Coffee, he was responsible for “The Starbucks Experience.”

    And Gerry Lopez knows a good movie when he sees it.

    Posted in broadcast journalism, Social Media, Social Media Video, TV news training | No Comments »

  • Why “Content Marketing”?

    September 8th, 2011

    The question we often hear is “What’s the deal with so-called “Content Marketing”?

    As senior vice president of Content Marketing for AR&D I like to respond.

    Rather than just watch me, click on some of the articles to the right under Recent Posts to see what Content Marketing can do. Watch actual examples for clients ranging from The Four Seasons Sports Club and Resort to non-profits like Friends of the Family, which helps victims of domestic violence. Imagine the “old way” of trying to communicate with just text. Video brings your story to life. And ultimately, it’s the Power of Story that gets your phone to ring.

    Posted in broadcast journalism, content marketing, Social Media, Social Media Video, Web Video | No Comments »

  • Multimedia Minutes: Overcoming a Big Challenge — No Action

    July 24th, 2011

     

    How do you overcome the challenge of virtually no action in a story?  Say just a guy in a chair.  Here’s one approach.

    Learn more to create engaging storytelling. Click on the links to the right under “Recent Posts.”

    Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | No Comments »

  • Shootback Concept for MMJs

    July 8th, 2011

    Galen Culver, a colleague for AR&D’s MMJ training sessions, has developed a mount for a second camera, showing the photographer.

    It’s a great way to include your questions or even narration.  Yes, you’ll need to edit in the second camera video (Kodak Playsport), but it can save you the time it takes to set-up the tripod for re-asks.

    The top image shows Galen’s concept and the image below how the final product looks on air.

     

     

    Posted in broadcast journalism, Multimedia Journalism, TV news training, Web Video | No Comments »

  • Eye Catching Video

    July 6th, 2011

    Viewers love weather video.  So look for opportunities not just to shoot it but also invite viewers to share their video.  This clip appearing in KRNV/Reno’s website makes you feel you’re right in the dust storm.

     

    Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | 1 Comment »

  • A Loser’s Winning Moment

    July 5th, 2011

    Example of clever writing:  A loser’s winning moment. Don’t you love this headline?

    The article describes how gracefully a former Wimbledon chamnpion handed over the top honor to the new champ.

    What you might appreciate most is this poignant image of the ex-champ applauding the new one.   For many people who watched, it represent a defining moment.

    How can you get these shots and write so well — especially if you cover everyday stories?

    Keep an eye out for contrasts — like a winner and loser in the same shot.

    Consider how a person who lost rose to the occasion with many seeing that person as a winner in their own right.

     

    Posted in broadcast journalism, Multimedia Journalism, TV news training | No Comments »

  • Viewers Crave this Type of Journalism

    July 1st, 2011

    The Washington Post’s Fact Checker does what the name implies.  It’s a great example of going the extra step to distinguish its content.

    The writer, Glenn Kessler, provides a reality check so a President or anyone doesn’t pull a fast one.  He also gives so-called Pinocchios.  Two means the presentation made serious mistakes.

    He writes:

    In a bit of class jujitsu, the president six times mentioned eliminating a tax loophole for corporate jets, frequently pitting it against student loans or food safety. It’s a potent image, but in the context of a $4 trillion goal, it is essentially meaningless.  The item is so small the White House could not even provide an estimate of the revenue that would be raised, but other estimates suggest it would amount to $3 billion over 10 years.

    Viewers value this type of reporting because you’re nailing down important facts, serving as viewer advocate.  So:

    • Look for opportunities to check facts on important pronouncements — especially political ones.
    • One way to make this relatively easy is to check with that person’s greatest critics.
    • After you nail down your facts, give the official or politician an opportunity to respond while asking them the tough questions.

    Posted in broadcast journalism, Multimedia Journalism, Social Media Video, Uncategorized | No Comments »

  • Learn from Extreme Makeover

    June 30th, 2011

    You’ll find great storytelling elements here.  See how many you can spot, then look at my takeaways. This moves fast, which is the point.

    Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training, Uncategorized | No Comments »

  • Teasing Tips

    June 30th, 2011

    You can learn alot from these examples of copy that sells.

    Here are takeaways from a popular magazine.

    Write tight.  For example, “Best cameras” and “Fast food losers” sell succinctly.  Same for “Repair or replace it?”

    Numbers work well. For example:  “Six ways to save on your pet.”

    “Most” and “least” grab attention.  People are curious.

    People want to save money. Especially “thousands” of dollars.

    These headlines effectively sell the benefit of reading the magazine.  And without the power of video — a huge tool in your toolbox.  Also, consider ways to employ these approaches when you write your stories so they engage your viewers.

     

     


     


     

     

    Posted in broadcast journalism, Power Tools for TV Journalists | No Comments »

  • Hold This for When You’re Overloaded

    June 26th, 2011

    With furloughs and layoffs hitting every business, some are asking: “How do I get through this?  I’m already overloaded.”

    You don’t have many choices unless you’re independently wealthy.  Here’s what we recommend:

    Write down the big projects.

    Make a realistic estimate as to how much work and time they’ll require.

    Consider what you believe are the higher and lower priorities, even numbering them.

    Ask the person you report to — and everybody we know reports to somebody — whether these priorities are aligned with what they have in mind.

    If something has to give, make sure you both know what is it.  Same for what can’t give.

    You’ll still work hard, but your chances of avoiding what’s happening to this poor creature will be better.

    Posted in broadcast journalism, Multimedia Journalism, Social Media, Uncategorized, Web Video | No Comments »

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