We’ve been filming … 6Ws of video

Hint’s and tips on creating videos

We recently started work on a series of videos for one of our clients, which has prompted us to write this blog about some of the things we believe you should think about when creating videos.

As in all communications, the 6Ws are a good starting point.


Think about what you are trying to achieve.

Sage is using a video of Peter Jones on social media and TV.

Sage is using a video of Peter Jones on social media and TV.

Creating videos is expensive, so think as carefully about why you’re doing it as how your’re doing it.

What are you trying to achieve? There might be easier, cheaper or more effective ways to spend that money.


Think about what you want to say.

Video is a very powerful medium. You can get a lot of information across in a very short period of time, and in a way that is easily assimalated. But it can also become an ‘information avalanch’ if you try to do too much.

Write a script to guide your presenter to formulate and structure your messages.


Think about where you’re going to promote your videos.

Having a video is a bit pointless if you don’t bring it to the attention of your target audience. So, like any other form of content, plan a campaign of promotional activities that will place the video in front of your audience.

Use advertising, direct electronic mail, social media and any other method you can think of, but don’t just load it to your website and expect it to do something on its own.

Karl Lang explains Epsons CLO output in comparison to competitors

Karl Lang explains Epsons CLO output in comparison to competitors


Choose the right team.

Make sure you have the best presenter you can find on the project. They don’t necessarily have to be subject matter experts, but they MUST sound like they are.

If different people in your organisation have responsibility for the marketing channels you want to use to promote the video, make sure they are included in the planning.

They will need to plan their own campaigns and might need to organise resources you are not aware of. Additionally, their channel may have specific technical requirements.

Plus, involving other members of your organisation means you also get their ideas and enthusiasm for free.


Think about all aspects of timing.

It might take longer than you think to produce a video, so start with the date you need it and work backwards.

Think about all your compnents. For example, if you need screen shots of a software product or still of a physical product, make sure you can actually get them ahead of editing.

Also consider the physical timing. If you want to use outdoor shots, would it look right to film those shots on a dark winter’s day if the video is going to launch in high summer?

Still taken from a video for Kingfisher Cricket by our partners CWM Studios

Still taken from a video for Kingfisher Cricket by our partners CWM Studios


Think carefully about your choice of production company. They need to be a good fit for your brand AND for the project sponsors.

There’s no point in hiring some zany, wacky, newly qualified art student type if your brand calls for you to demonstrate technical competancy. Equally, hiring a highley structured, ultra-slick outfit won’t work if your project sponsor is looking for ‘something new and different’.

Once you have settled on a production company, listen to what they have to say. While it’s true that they have all the cameras, lights and editing suites you need, what you’re really buying is their expertise.  They will have created many more videos than you, so ask them what they think and take on board their advice.


Video is a growing content format and it’s important that everyone running online marketing campaigns should consider using it. It’s not ‘magic’, but neither is is ‘rocket science’. What it is is infact simply a different way of getting your message across to your target audience.

If you would like to talk about video production we will glad to hear from you.  We’ve written many video scripts and worked with several videographers in the past and can find the right team for you.




Chris has spent nearly 30 years managing in-house and agency PR teams creating highly successful communications campaigns. With a little help from friends, Chris created Precision PR in the spring of 2017. Chris has held senior communications roles at CODA, Hyperion, CSI, Qualys and Epson, and has worked in several mid-level and senior agency roles gaining a range of strategic and hands-on skills with clients and business partners that include; Alcatel-Lucent, Adaptsys, BHA Software, IBM, Microsoft, PeopleSoft, QAD, Qlik, Salesforce.com, SAP, SDRC and Yokogawa. Our associates have worked with many others.

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