The document provides tips for multimedia storytelling from a 45-minute presentation. It emphasizes focusing on content over process, capturing reactions through natural sound and audio, and maintaining a quick pace through tight editing every 3-5 seconds. Practical tips include storyboarding visions, investing in quality audio equipment, and ensuring the person filming also edits for continuity. The key lessons are that great content can make up for imperfect technology, and the goal is to help clients tell compelling stories.

1. @danfarkas
#FPRA

2. What will you learn in 45
minutes?
• How should we think about multimedia
storytelling?
• What are common storytelling
components we need to abandon?
• How can you take this information and
immediately apply it to your clients?

3. Questions I promise
to answer
• What about lighting?
• What kind of camera should I use?
• What about outsourcing editing?
• What about stock footage?

4. How do we manage this?
I’m not sure either…

5. How should we think
about multimedia
storytelling?
• We think about process first and content
second.
• Please stop.
• Content > Process
• Content > Process
• It’s such a big deal t
I typed it twice.
Tweet Friendly Tip: Great multimedia storytellers
think about content first. The content helps take
care of process. #FPRA

6. Let’s cut to the chase
already
5 Up 5 Down
Eyes Hitchcock
Pace Face
Natural Sound Canned Sound
Reaction Action
Going Home Riding The Viral Wave

7. What can this eye teach you
about multimedia storytelling?

8. Wide, medium, tight and really tight.
Shoot and move.
• Pans = Bad
• Zooms= Worse
• Remember your audience.
• Remember they have remotes.
Tweet Your Friends: The moment you jar the
human eye, people look away. Great visual
mirrors how the human eye works. #FPRA

9. But hitchcock used pans
and zooms.

10. 5 Practical tips to
help your clients
• If you’re filming it yourself, map out what
you think you need.
• Remember wide, medium, tight, really
tight. It’s catchy.
• If you’re working with a vendor, discuss
your expectations.
• Look for a tripod in the field.
• No tripod=problem.

11. What can jerry seinfeld teach you
about multimedia storytelling?

12. Gigli is 47 minutes shorter than
pulp fiction

13. Statement that might get @danfarkas
in trouble, but I believe it so here it
goes….
• We overthink time.
• The key to good writing is brevity.
Be concise and thorough.
• We forget to bring thorough along
for the ride.
• A one-minute video can still stink.
#FPRA @danfarkas

14. The face can kill pace

15. 4 Practical tips to
help your clients
• You really should edit every 3-5 seconds.
• This could mean more graphics.
• This probably means filming more
footage.
• This definitely means budgeting more
time and money for the edit bay.
#FPRA @danfarkas

16. What can this bird teach you about
social storytelling?

17. 7 Practical tips to
help your clients
• Natural Sound creates pacing.
• You should always be filming primary audio.
• This means investing in a wireless mic.
• This means logging every frame of video.
• This requires more front end editing.
• You make it up on the back end and revision.
• Budget accordingly.
#FPRA @danfarkas

18. What can floyd mayweather teach you
about social storytelling?

19. Life is about reaction.
Capture the moment.

20. Capturing the moment means
writing less.

21. 4 Practical tips to
help your clients
• Anticipate the reaction.
• A great reaction goes beyond the brand.
• Be prepared for the reaction during the
filming.
• The video and audio are equally
important.
#FPRA @danfarkas

22. What can neil diamond teach you
about social storytelling?

23. 5 Practical tips to
help your clients
• If the moment is great, you can break all the
rules I just mentioned.
• Great moments and what your clients think are
great moments are often two different things.
• We have to fight for research to find the best
story. This is why I teach PR in a journalism
school.
• Great stories reach the right audience.
• Viral isn’t a strategy.
#FPRA @danfarkas

24. How can this all work?

25. How can you make this work?
The farkas five
• Storyboard your vision. What should this look
like?
• The better the moment, the more wiggle room
for imperfect technology.
• If you don’t know if you have a wow moment,
you don’t have a wow moment.
• Quality audio isn’t optional. Invest in a good
wireless mic.
• If the moment isn’t great, invest in people and
technology to make it great.

26. Questions I always get
and wanted to answer
• Ideally, the person shooting your video is the
person who should edit your video.
• HD isn’t a full-proof solution to video problems.
You can still take terrible photos with a $1,000
camera. Invest in good audio solutions.
• Lighting is important, but don’t overthink it.
• Stock footage works with graphics. Making
graphics for talking heads is easier than people
make it out to be.
#FPRA @danfarkas

27. What do I hope you
learned in 45
minutes?
• How should we think about multimedia
storytelling? Content > Process
• The more we invest in people and pacing,
the better our stories.
• How can you use one of these ideas to
help tell a client’s story next week?
#FPRA @danfarkas

28. So now what?
• @danfarkas
• farkasd@ohio.edu
• (614) 668-8921
• http://www.slideshare.net/
danFarkas1975