Video programmes are often produced to a tight budgets and scriptwriting, even as a critical component of the production, invariably takes place in-house. The approach may save money, but at what cost?
All too often, a good video programme could have been a truly excellent video programme if the script had been handed over to a writer, typically a communications professional, to review, edit and polish. If needs be, a writer can to take the ‘clean sheet’ approach and compile a script from the very start of the production process.For a relatively small amount of additional investment, is it really worth cutting corners?
Top of the writer’s list is to ensure that the script maintains complete objectivity and closely matches what you are looking for. From the outset – what is the programme’s purpose and what do you want to achieve from it. And why?
Little things add up to a great big lot in a script. The writer will ensure that the correct style is chosen to make necessary impact, with tone and accents, light and shade, and in the right places. Humour – in some cases, pinpoint accuracy may be especially important for some programmes . Individuality, to make a distinction from others, is generally a must-have.
In every script, flow is essential from the start, through the middle sections and onward to the ‘finale’. Each section must knit together as seamlessly as possible. Throughout the process, the writer will take care to ensure that the presenter has clear and concise narratives to deliver. And as for the words themselves, a writer will use the ‘goldilocks’ approach – not too many and not too few.
Throughout the process, a writer will maintain an external viewpoint – your message must engage the audience and take their perspective. Above all, the final programme must be enjoyable to listen to as well as to watch. And not be a turn off.
As with most pieces of communications, a video programme should generate an effect – help an audience on to making the next step, support or prompt a particular reaction or change. The images created by the cameraman and director will achieve a lot. Put the visual material together with a professionally written script and the overall impact has every chance of hitting the target. Bang on.
That’s pretty much it. We look forward to working on your next programme.
Communications Consultant, Video Scriptwriter and Journalist