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We'll fix it in post

May 17, 2013

editing screenThis was one of my favorite sayings while working in video production.  It was the opportunity to take one final look at your video while you were in the post production stage (hence the “post”) of your project.  There, you could raise and lower audio levels, adjust colors, or add emotion with music and slow motion.

We no longer have such comfort, do we?

In today’s world, there is no “post-production”. Once you type in those 140 characters and tweet, its out there.  You can’t do all of the work in the edit room.  You have to do it BEFORE you send the message.  Words have to be chosen carefully and messages cautiously constructed.

Feature films can be in post-production for a year.  I’ve produced hour-long television programs that can take three full days to edit.  It depends on the amount of footage shot, and the effects you want to add.

Sounds like a luxury right now, doesn’t it?

Part of my job here at Leading Results is to help our clients choose the best media outlets for their message, and doing this correctly takes time.  The reason I am so picky about who I recommend for a story pitch is because there is no post-production in Public Relations  (Well, I guess there is, but its called Crisis Management.)

As an example, I recently started compiling a press list for a client that started with 245 names on it.  I need to get it to about 20. To do it right, all those contacts need to be vetted for not only what they write, but their tone as well. I have to do the work up front because simply emailing 245 contacts with a boiler plate note will fall on blind eyes.  But when I get it to twenty, then I can craft the story pitch to the journalist with some insight into why it matters to their audience.

In this instant-communication-to-the-world time that we live in, you can’t fix it in post – you have to say it live, the first time, the right way, because you often don’t get the second chance.

If you are struggling to find the time to get the right message crafted before you start communicating, give us a call – see if we can help.

Ann Lootens-Kraus
Written by Ann Lootens-Kraus

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