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Making videos The script It may be that writing the entire script is left to the script writer – usually a professional freelance journalist or writer – with the client merely seeing and approving the finished product. On the other hand, the script may call for input from the client, who may have some specialized knowledge and understanding about the subject that the script writer does not have. The script writer will carry out research prior to any writing taking place, with or without the client’s input. A copy of the draft should be sent to the client well in advance, certainly in time for it to be checked. Always ensure that the necessary research has been carried out, and check the script carefully for innaccuracies, prior to the start of filming. Filming You can, and should, request a shooting schedule. This is the timetable of filming and will be flexible, particularly if there has to be a ‘weather watch’ for outside location work. It is also useful for making arrange-ments, so that anyone who is to be involved can be forewarned and any special requirements, permissions, clearances etc can be made. If possible a liaison person from the client’s company should be with the film crew, if only to act as a link and able to handle anything untoward happening on location. When filming is completed it may be possible to view the ‘rushes’, ie the various bits of film, before they are edited into the finished product. Post-production Editing Carried out by the production house in an editing ‘suite’ in their studio, this is where all filmed material is put together, edited down, and any music, end titles and voice over added prior to a final run through. 39 Public relations – a practical guide The client is normally invited to this preview to see the finished work and to give approval. At this stage, minor alterations can still be made if necessary. Packaging the finished product Depending on what the video has been made for, it may be necessary to have a special, decorative cover made for the video box, together with a stick-on label on the cassette itself. These may have to be specifically designed, either by the studio (with additional cost impli-cations), or in-house by the client. Alternatively, a simple typed label may be sufficient if the video is only to be used in house for, say, training purposes. Whichever way, it needs a bit of thought. 40 Exhibitions and other events 10 Exhibitions and Other Events This chapter covers some of the higher profile work in which public relations practitioners get involved from time to time. All these areas, exhibitions, displays and events, generally involve an enormous amount of planning, attention to detail and above all hard work. The chapter does not cover working abroad, where planning details can vary enormously according to the host country, location, type of exhibition, promotion or trade fair etc. However, the general principles remain the same. What follows are a number of hints, tips and check-lists which should be useful to the reader. Exhibitions and trade fairs There is always a pubic relations benefit to be gained from exhibitions, whether they are large or small, an international trade fair, private view, public exhibition, or even a local carnival or fŒte. Remember the difference between a trade show and an exhibition – exhibitions are open to the public, trade shows are normally restricted to the trade. There are exceptions to this rule, however, with major events such as the Motor Show and the Boat Show which, although primarily aimed at business, are also open to the public. 41 Public relations – a practical guide Characteristics Large exhibitions and trade fairs have the same general characteristics. They take place at well-known venues, eg Olympia, Earls Court or the NEC. They have large, often very sophisticated, stands and dis-plays. They usually last between three and five days (sometimes even longer), take months of preparation and, while they can be exciting and fun (especially if in some exotic location abroad!) are usually exhausting work for all concerned. Above all else, there is the opportunity at exhibitions and trade fairs to meet your ‘publics’ and get to know them, so that when you contact them afterwards you are not just a voice at the other end of a telephone, but a person with whom they have had personal contact. The different types of work From the public relations practitioner’s point of view, there are four aspects of involvement in exhibition work. They are: 1. public relations support at an exhibition stand; 2. setting up and running a stand at an exhibition; 3. organizing an exhibition; 4. public relations exhibitions or displays. Support at the stand The value of any exhibition is enhanced by taking full advantage of any public relations opportunities that can be created. These oppor-tunities must never be neglected or overlooked. If you have been commissioned, either as the PR department in an organization which is exhibiting, or by your client as a consultancy, to give public relations support on the stand, there are some basic rules to remember. Before the event takes place, you need to have some details, such as: l The organization exhibiting – is it part of a larger group or con-glomerate, or is it an independent exhibitor? 42 Exhibitions and other events l What are they exhibiting – what is on show? l Are there any special or unusual features about either the stand or any of the exhibits? l What handouts or free gifts are available, what special promotional activities etc are scheduled to take place? Armed with this information, there are a number of activities that have to be carried out when planning, before, during and after the exhibition. These are given in detail in Appendix 5, and include matters such as making contact with the exhibition press office, finding out who is opening the exhibition, getting details about the press day and much more. Setting up and running your own stand When you are responsible for a stand at an exhibition, care must be taken not only in the planning prior to the event, but also in the staffing and in the implementation. After all, you are presenting, or even selling, a professional service on the stand, so why do so in an amateurish way? Bad planning and slipshod operating of an exhibition stand is bad public relations, and the organization being represented on the stand will not be seen to best advantage. An exhibition stand is intended to show off the organization it represents. It should not only look profes-sional, but also be professional in the way it is run. If it is, then it will not only serve to enhance the organization’s reputation, but also your own. Before the event Good planning is essential for success. If you intend to exhibit, then some key questions need to be answered first, such as: l What is the purpose of the exhibition? l Why are we going? l What sort of image is to be displayed? l How is it to be achieved? l What is the budget for it? 43 ... - tailieumienphi.vn
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