Sep
13
2009
Strategies, tactics, message training
and world-class video production.
mcnabmedia does it all!
contact: info@mcnabmedia.com
+1 416 636-9237
Sep
3
2010
mcnabmedia’s Media Training /Communications Skills Seminars offer a comprehensive, hands-on approach to dealing with the news media. Our in-depth research and unique learning atmosphere helps senior executives identify the key messages that define their issues. Through coaching, role-playing and analysis, key spokespeople learn to deliver these messages most effectively in both the print and electronic media.
The course begins with a “round-table” discussion of issues and concerns. Communications objectives and Key Messages are identified, previous media experiences are reviewed and the concept of designing personal and corporate agendas is introduced. Through practical exercises, such as analyzing news releases and designing answers for “the three worst questions”, participants learn to structure their answers in a way that communicates fundamental corporate messages in a way that can be easily assimilated by news reporters.
Next, a veteran television journalist interviews participants on camera. The recording is played back and analyzed in detail for opportunities to communicate more effectively. As the session progresses, more interviews are conducted and, as the delivery of key messages becomes easier, more attention is paid to personal performance, including delivery style, body language, eye contact and use of hands. With each successive interview, key messages are refined and the participants’ understanding of the needs of the media is enhanced. Related topics, such as crisis management, reporter techniques, interview preparation, interview dos and don’ts and the difference between the various media (print, radio and television) help prepare spokespeople for even the most difficult news interviews.
The seminars end with a review of key messages and strategies, an appraisal of expected news coverage and an open discussion of how the news media work. We also discuss other opportunities where these advanced skills make communications more effective.
Support materials include a daily agenda and four copyrighted mcnabmedia handouts – “Answering Questions”, “Interview Prep Checklist”, “The Art of Bridging” and “Media Tips – Do & Don’ts” .
Sep
2
2010
Media & Communications Skills Training
Video Production
mcnabmedia prepares high-profile senior executives, physicians and corporate spokespeople for media interviews and important presentations. Our Media and Communications Skills seminars have helped clients in Canada, the USA, Europe and Africa become better communicators through comprehensive research and a practical learning atmosphere. Services include key message development, communications strategies and skills training for media briefings, press conferences, government hearings and all types of corporate presentations.
mcnabmedia also excels at generating broadcast-quality video productions and web and social media content for international corporations, associations, government agencies and public relations companies. We have produced more than 200 Video News Releases and B–Rolls for broadcast to television stations across North America.
Feb
4
2010
mcnabmedia’s Presentation Skills Seminars are lively and interactive and more like a round-table discussion than a lecture. We strive for a fun atmosphere, which helps people learn. Seminars are conducted by two of Canada’s top communications skills trainers – Bruce McNab and Peter Feniak – most often with support from a professional videographer. Extensive use of video helps participants understand what works best for their audience. Handouts are used to draw attention to key elements of the seminar. Participants are usually requested to generate a four-minute speech in advance of the session.
We begin by discovering the kinds of presentations you do, what goals you have for making presentations and some of the concerns you have – whether it’s learning to relax, the actual writing of a speech or presentation or organizing your material. As we go through the session we address individual concerns. If there’s something specific someone wants to talk about, we encourage him or her to bring it out and we all work on it together.
First, we focus on the three keys to successful communication: A Sense of Purpose, A Sense of Self and what we call “O&P”: — Organization and Preparation. A Sense of Purpose means having respect for the material you’re about to present. We’ll ask some basic questions about what you want to say. Is it of any value? Does it represent the message of people who are worthwhile? Of people who do good work? Is your message worth repeating? A Sense of Self involves getting a sense of your own worth as the presenter of the material. Do you understand this material? Do you think it’s worth talking about — are you proud to talk about it? Do you think — in the right circumstances – you could present it well? Organization and Preparation outlines the fundamental concepts behind making a successful presentation. By Organization, we also mean the physical preparation for the event — everything from what you wear to where you’ll sit in the room. By Preparation, we mean assimilating and understanding the material, knowing the room in which you’ll speak and being at ease with audio-visual aids.
Next, we move into building the presentation. The key ingredient is believability, and to achieve that you need a clear focus. Focus involves four elements: defining the purpose of the speech, identifying the audience, developing what we call a “scattergram” and developing a core statement, which becomes the foundation for the presentation. Using index cards, we show participants how to develop their ideas into an appropriate format, while staying true to their core statement. We also discuss writing for the ear and using audio-visual support such as slides, video and PowerPoint.
Now we ask each participant to deliver their presentation and the group evaluates their performance. We discuss some obstacles to a good performance – fatigue or physical illness, poor preparation, grooming and wardrobe and carrying conflict. The session ends with a question-and-answer session.
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3
2009
Producing B-Roll (and “clips”) is a good way to get media exposure. Basically we are supplying footage (and most often, on-camera clips or “talking heads”) to TV stations so they can create their own stories. Sometimes these are fully-produced news stories, where they add their own reporter to the material we supply (doing standups and voice-overs); sometimes stations choose to run some of our footage with their own anchor’s voice-over; and sometimes all they will run is one of our spokesperson’s on-camera clips ….. or any combination of the above. The idea is to give them material that is flexible enough they can use it easily in any way they choose. Usually, this takes the form of a videotape or satellite feed that stations can use in their edit suites. Very few stations will run a complete pre-produced Video News Release (VNR)… instead they will probably take it apart and use the bits they want. Over the years I’ve found that VNRs are a waste of money. It’s much more cost-effective to supply stations with footage (B-Roll) and interview clips.
To begin, we need to identify spokespeople and review with them what we want them to say on camera. There is usually a news release that goes along with whatever the announcement is about, so we try to get the spokespeople to say much the same things as they say in the news release.
Next, we consider the footage that will make the story visually interesting. Pills coming off the assembly line, people working in labs, workers in the factory, the doctor examining the patient — all these are elements that could be used to tell the story. A “proposed” shot list is usually presented to the client beforehand, with the understanding that these are the shots we are “HOPING” to get – there is never any guarantee of course when we are dealing with people, weather, video equipment, weather, etc. etc.
Next, we schedule a shoot day (booked as far in advance as possible — please!) and hire a producer/director/interviewer like myself to go out and get the clips and the footage. It is quite usual for the client to come along (certainly an agency person, such as yourself but also the end-client) – it helps them understand the process better if they see us doing the interviews and getting the shots, and it helps us get “instant approval”, so we can avoid asking something the wrong way or missing an important shot.
The next-to-last thing we do is put it all together in an edit suite. First the footage is digitized into the computer – basically we take all the useable material and gather it into “bins”. Next, we line up everything from the bins on a video time-line, according to the format described below, and then we start eliminating the things we don’t want. Eventually, after about 6 hours, we have a finished product we can all be proud of – and by that I mean we have something that has a pretty good chance of getting to air.
The usual format goes like this:
1. A title page (or “slate”) describing the content, such as NEW SURVEY – JOBS IN CANADA, the duration, (usually 3 to 6 minutes) the date and what it is, such as “B-Roll and Clips”.
2. Next, we’ll insert a freeze-frame of our first on-camera spokesperson, along with a graphic (or “super”) with their name and title so the station can ID them properly. This won’t actually be used by stations – they prefer to use their own fonts for titles.
3. Next, we put in our first on-camera spokespersons clips (usually 2 or 3). These should be “soundbite” length, usually 7 to 20 seconds. It’s a very good idea to decide which clips you want to use before you go into the edit suite, so get a VHS copy to screen or have a transcript made.
4. If there is a second spokesperson (or occasionally a 3rd) we add them in next, using the same format (with the freeze-frame to ID them, followed by their clips.)
5. Next, we put in another title slate, this one says “B-ROLL Duration x mins, y seconds”
6. Finally, we edit in the footage we shot of (for example) a doctor on the phone, or working at her desk, shots of a doctor and patient talking, shots of people on the street, manufacturing scenes or people using the product – whatever we feel might visually make an interesting story. These shots are NOT edited together – often there is a second of black between them, and they have lots of “pad” so zooms will wait one second before they begin and hold on one second after they finish (for example) so the editors have enough material to work with. Sometimes clients need to have this explained to them because it does tend to look ‘unfinished’.
The very last thing to do is distribution, either by courier or by satellite. If it is a local or regional story, sending tapes to stations by courier might be the most cost-effective — or it might be better to send it nation-wide via satellite if you need wider distribution.
A good professionally-produced b-roll, shot in one 4-hour block of time and edited properly should cost between $4,500 and $5,500. Multiple locations will add to this cost, and so will lack of preparation, so if you don’t know… ask!
Interested in B-Roll? Send us an email!
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