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The Corporate Media Toolkit by Ray DiZazzo

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3

PROGRAM INCEPTION: THE NEEDS ANALYSIS

“Awe, come on! Why can’t I just be creative and write the darn script?”

In This Chapter

POTS? Say What?

Design: The Program Needs Analysis

What the PNA Provides

Client Contact Info/Dates

Got a Problem?

Audience

Objectives

Utilization

Content Caution

The Initial Client Meeting

POTS? SAY WHAT?

My career in corporate media began as a kind of weekend and evening writer. I was working full-time for The Phone Company and writing scripts when I wasn’t climbing poles or crawling through attics. Eventually I moved into a management position within the company and discovered they had a large, well-funded video department. So I set my sights on getting in as a writer. It took a few years, but eventually I did ...

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