Corporate Video

1
Corporate Video

2
1. What are the critical features of corporate
videos?

• Visual orientation
• Asynchronous communication (often large time lag)
• Spatially distributed
• Input medium Video
• Output medium TV monitor
• So What? Meeting employee comm. needs?

3
2. History

• Training Tapes (Quicken Video)
• Information Updates
• (Appleton Papers)
• Infomercials (Persuasive Tools)
• Quarterly Reviews

4
3. Preparation

• In House Department
• Content focus
• Production Quality Poor
• Out Sourced
• Story Telling, Hard Copy Focus
• Production Quality High

5
4. Delivery Systems

• Meetings
• Employee Lounge
• Hall Monitors
• Library Checkout

6
5. Forces Shaping Content

• A. Players
• Management
• Employees
• Family
• Outsiders
• Editorial Board

• B. Consequences
• Capitulation
• Trivialization
• Collaboration

Mgt.
Employees
7
6. Comparative Effects

• Micro Level
• Amount of physical energy required
• Confidentiality
• Complexity Capacity
• Time/Space constraint
• Amount of NVC
• Visual Emphasis
• Feedback Potential
• Scanability
• Timeliness

• Macro Level
• Task comm. (easy)
• Task comm. (complex)
• Social Communication
• Persuasion/Negotiation
• Information Sharing
• Consensus building
• Crisis management
• Maintenance Comm.

8
7. Impacts on Organizations

• Corporate Context of Interpretation
• Indoctrination
• Image over substance
• Organizational culture

9
8. Social Implications

• Common Reference Point
• Meets Recognition Needs
• Has Potential to Involve Family
• Exposes Culture to Wider Audience (What is it
  really like to work there?)

10
9. Ethical Implications

• Involve the Family in Decision-Making
• Increases Social Responsibility of Organizations
• Overly emphasizes the positive
• False Sense of Security
• Complacency