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HOW TO MAKE
QUALITY VIDEOS
PRSA CENTRAL IOWA | FEB. 21, 2018
Chris Snider | Drake University | @chrissnider
Chris Snider
Associate Professor in Drake University School of Journalism and Mass Communication.
I teach classes in socia...
TODAY’s exercise 

comes from ONE OF MY CLASSES:
MULTIMEDIA
COMMUNICATION
Drake University’S NEW ONLINE
Master of ARTS in communication
• Four Tracks
• Brand Communication
• Communication Leadersh...
RESOURCES Available:
chrissniderdesign.com/prsa
Video handouts
Smartphone video hardware and apps
Today’s presentation
Sig...
Raise your hand if you’ve NEVER
made a video
We’ve all made videos before
It’s 2018
That doesn’t mean
we’ve maDe good ones
According to a study by the marketing
intelligence company Beckon…
5 percent of all branded
content accounts for 90
percen...
translation:
95 percent of branded content 

gets little to no engagement
Today’s Plan
Do an exercise on creating great content
Discuss how we can turn that content into a video
traditional business video method
• Introduction - Welcome them, tell them who you are
and tell them their search is over....
This method works well.
But it doesn’t create a story.
information spreads 

through stories.
Nobody ever told their friends:
“We have to go get a drink 

so I can tell you some...
3 Elements of a Great Story
1. Sympathetic Character
2. Obstacle - Tension - Want
3. How the character overcomes that obst...
Sympathetic character
Obstacle
How overcomes obstacle
Krochet Kids int’l: This is Empowerment
1. Sympathetic Character?
2. Tension - Obstacle - Want?
3. How the character overcomes that obstacle?
Squatty Potty: This Unicorn Changed the Way I Poop
1. Sympathetic Character?
2. Tension - Obstacle - Want?
3. How the character overcomes that obstacle?
Let’s Workshop
PICK A STORY
This can be the story of creating/pivoting your brand.
It can be the story of a customer you helped.
It can b...
ELEMENTS OF GREAT STORY
1. Who is the Sympathetic Character?
2. What is the Obstacle - Tension - Want?
3. How does the cha...
characteristics OF GREAT VIDEO
1. Action - movement works well on video
2. Emotion - makes us connect with the story
3. A ...
elements OF great VIDEO
1. Videos
2. Photos
3. Audio
Which of those elements will you use in each area 

of your video - c...
A few tips 

for shooting better videos
Now that you have a story…
Shoot in shots
• Don’t shoot in one continuous movement or hold
one shot for too long
• Shoot a series of unique shots and...
If things get static, 

the story dies.
Move, point, shoot, stop.
Move, point, shoot, stop.
Move, point, shoot, stop.
• Frame your shot, then press record until i...
Making a video: shooting in shots
• Don’t shoot in one continuous movement or hold
one shot for too long
• Shoot a series ...
COMPOSE
YOUR SHOTS
• Take charge and
properly set up the
shot.
• Pay attention to
backgrounds.
• Don’t be afraid to
rearra...
RULE OF THIRDS
Source: http://ecvphoto.weebly.com/the-art-of-composition.html
FRAMING
Source: http://ecvphoto.weebly.com/the-art-of-composition.html
LEADING LINES
Source: http://ecvphoto.weebly.com/the-art-of-composition.html
FOREGROUND/BACKGROUND
Image by Georgie Pauwels. Used with Creative Commons Attribution.
Shoot
wide,
medium
and cLose
For close-up
shots, look
for hands
and faces
What are some shots/scenes
you would include in your video?
Want more video?
Shooting and Editing Video Workshop
Thursday, March 15, 2018
Details at chrissniderdesign.com/prsa
QUESTIONS?
Follow Chris:
@chrissnider
chrissniderdesign.com
chrissniderdesign.com/prsa
How to Make Great Videos
How to Make Great Videos
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How to Make Great Videos

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PRSA Central Iowa - February 21, 2018

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How to Make Great Videos

  1. 1. HOW TO MAKE QUALITY VIDEOS PRSA CENTRAL IOWA | FEB. 21, 2018 Chris Snider | Drake University | @chrissnider
  2. 2. Chris Snider Associate Professor in Drake University School of Journalism and Mass Communication. I teach classes in social media, web design, multimedia and visual communication.
  3. 3. TODAY’s exercise 
 comes from ONE OF MY CLASSES: MULTIMEDIA COMMUNICATION
  4. 4. Drake University’S NEW ONLINE Master of ARTS in communication • Four Tracks • Brand Communication • Communication Leadership • Health & Science Communication • Public Affairs & Advocacy
  5. 5. RESOURCES Available: chrissniderdesign.com/prsa Video handouts Smartphone video hardware and apps Today’s presentation Sign up for my email newsletter
  6. 6. Raise your hand if you’ve NEVER made a video
  7. 7. We’ve all made videos before It’s 2018 That doesn’t mean we’ve maDe good ones
  8. 8. According to a study by the marketing intelligence company Beckon… 5 percent of all branded content accounts for 90 percent of total engagement
  9. 9. translation: 95 percent of branded content 
 gets little to no engagement
  10. 10. Today’s Plan Do an exercise on creating great content Discuss how we can turn that content into a video
  11. 11. traditional business video method • Introduction - Welcome them, tell them who you are and tell them their search is over. • Engage and empathize - Tell them you understand how difficult a decision this is and understand their concerns. • Credibility and benefits - Showcase your expertise and what value you bring to address those concerns. • Call to action - Tell them what to do next.
  12. 12. This method works well. But it doesn’t create a story.
  13. 13. information spreads 
 through stories. Nobody ever told their friends: “We have to go get a drink 
 so I can tell you some facts 
 about my date last night.”
  14. 14. 3 Elements of a Great Story 1. Sympathetic Character 2. Obstacle - Tension - Want 3. How the character overcomes that obstacle
  15. 15. Sympathetic character Obstacle How overcomes obstacle
  16. 16. Krochet Kids int’l: This is Empowerment
  17. 17. 1. Sympathetic Character? 2. Tension - Obstacle - Want? 3. How the character overcomes that obstacle?
  18. 18. Squatty Potty: This Unicorn Changed the Way I Poop
  19. 19. 1. Sympathetic Character? 2. Tension - Obstacle - Want? 3. How the character overcomes that obstacle?
  20. 20. Let’s Workshop
  21. 21. PICK A STORY This can be the story of creating/pivoting your brand. It can be the story of a customer you helped. It can be the story of a product you created. It can be the story of your life.
  22. 22. ELEMENTS OF GREAT STORY 1. Who is the Sympathetic Character? 2. What is the Obstacle - Tension - Want? 3. How does the character overcomes that obstacle? Let’s workshop!
  23. 23. characteristics OF GREAT VIDEO 1. Action - movement works well on video 2. Emotion - makes us connect with the story 3. A quotable person 4. A process that can be illustrated Which of those elements can you bring into your video? More workshop!
  24. 24. elements OF great VIDEO 1. Videos 2. Photos 3. Audio Which of those elements will you use in each area 
 of your video - character, obstacle and how overcome? 4. Graphics 5. Map 6. Text Even more workshop!
  25. 25. A few tips 
 for shooting better videos Now that you have a story…
  26. 26. Shoot in shots • Don’t shoot in one continuous movement or hold one shot for too long • Shoot a series of unique shots and put them together to tell the story
 • This is a terrible video (with millions of views)…
  27. 27. If things get static, 
 the story dies.
  28. 28. Move, point, shoot, stop. Move, point, shoot, stop. Move, point, shoot, stop. • Frame your shot, then press record until it gets boring. • Then stop and move on to the next one. • Shoot more than you think you’ll need (you don’t have to use it all)
  29. 29. Making a video: shooting in shots • Don’t shoot in one continuous movement or hold one shot for too long • Shoot a series of unique shots and put them together to tell the story
  30. 30. COMPOSE YOUR SHOTS • Take charge and properly set up the shot. • Pay attention to backgrounds. • Don’t be afraid to rearrange the furniture 
 (in non-documentary situations).
  31. 31. RULE OF THIRDS Source: http://ecvphoto.weebly.com/the-art-of-composition.html
  32. 32. FRAMING Source: http://ecvphoto.weebly.com/the-art-of-composition.html
  33. 33. LEADING LINES Source: http://ecvphoto.weebly.com/the-art-of-composition.html
  34. 34. FOREGROUND/BACKGROUND Image by Georgie Pauwels. Used with Creative Commons Attribution.
  35. 35. Shoot wide, medium and cLose For close-up shots, look for hands and faces
  36. 36. What are some shots/scenes you would include in your video?
  37. 37. Want more video? Shooting and Editing Video Workshop Thursday, March 15, 2018 Details at chrissniderdesign.com/prsa
  38. 38. QUESTIONS? Follow Chris: @chrissnider chrissniderdesign.com chrissniderdesign.com/prsa

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