The Corporate Media Toolkit

p.vii

CONTENTS

Introduction

  1.  A Cut Above

B-Roll: A Subtle Difference

A Director’s Command

The Power of Subtlety and Nuance

  2.  Sensibilities6

Empathy: The Key Ingredient

Other Influences

  3.  Program Inception: The Needs Analysis11

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

p.viii

  4.  The Script

The Scriptwriter

Beware the Influence of Ego and Status

The Script

Dialogue/Monologue: Contractions

Pacing and Flow

Getting a Feel for It

Structure and Transitions

Tell ’Em!

Approval by Committee

Saved by a Single Point of Contact

And Finally . . .

  5.  Preproduction

The Virtual Walkthrough

Critical ...