Working With Clients and Content Experts Making a meaningful connection

Client –Person you must please Audience –The people you must change or affect We must consider our audience but also please the client.

All Media Projects Have A Client business television –a bottom line person, manager, executive... broadcast –executive producer, mgt Web –Funder, sponsor, bosses Film –Investors, studio

What They Might Think Frequently, media production is not the focus for the client they often don't understand it or respect it. executives (managers) frequently only interested in bottom line, or image, or efficiency, or how it makes them look. And frequently, they don't trust us program makers.

Overcoming Resistance and Distrust people come back or pass the word on based on the quality of their experience as much as the quality of the product. We work with people communication is our business. More than just equipment.

What can we do to communicate better. Know who you're talking to Ask who's in charge decision maker Get this person(s) involved early

What can we do to communicate better. If working with "recommender” –use them to figure out what the boss wants, – what are values, attitudes, expectations. –Use as conduit, If no direct access.

What can we do to communicate better. If committee –ask for one person to represent the committee. –Get them to work through the compromises necessary –Otherwise, get them all in same room to work it out –Don't do rewrites or reedits till all comments are in

What can we do to communicate better. Determine corporate/organizational culture Image money political bent Structure, size niche relation to community

Learn/Know the subject Research content expert(s) client needs audience

Working Relationship to Client Do we now have all the input required. We want involvement. We need involvement, but not interference. Involvement most valuable in the research and development stage then at approval points.

Relationship with Client Teach (diplomatically) about –Technology –Process –terminology

Relationship with Client Public relations let people know what you're doing Maintain contacts publicize successes (internal and external)

Clear analysis do the questions carefully be willing to tell client (your) media is not the best solution or at least not the total solution

Clear Analysis 4 areas of deficiency: –Information Media can help –skills Media can help – motivation sometimes, but not reliably –personal inclination/preference Not likely

Clear Analysis Content lends itself to visualization ? Lots of facts –print is better, or at least supplement w/print Hands on Skills need practice after the video/project probably supervision (mammograms, injections)

Tips Be a good listener read between the lines lead the client to the feasible solution Put everything in writing make copies remind people of what was said summarize discussions

Tips opportunity early for revision or clarification paper trail for substitute if necessary review everything –planning documents –Treatments/scripts – graphics – casting – rough edits,

Tips Remind everyone of everything –Shoots –Deadlines – contentchanges

Tips Get sign offs on crucial planning documents –preferably from decision maker, not recommender –if no access, get the recommender's signature of approval.

Some basic questions 1. Responsibility of each person or organization 2. Describe satisfactory finished product 3. Financial considerations 4. Financial transactions 5. Deliverables

Some basic questions 6. What happens if one party not fulfill stated responsibilities 7. Who can change the agreement – under what circumstances 8. Time deadlines ? Penalties 9. Who owns rights to program ? –raw footage, script, slides

Some basic questions 10. Final approval by whom All of above by contract, letter of understanding

Reputation/impression Do the followups –Notes –Calls –Gifts –Evaluation