Chapter 1

Working Out Your Idea

Level 1

It is very important, in any form of communication, to be clear about what you are trying to say. Take a look at any newspaper and the messages will be conveyed in short, easy to understand chunks, often repeated to be clear. The key is to keep your message just as simple and clear.

1.1 What Do You Want to Communicate and Why?

Finding your key message - Deciding on your key message, concentrate your ideas down to one or two sentences.
Knowing why your message is important - Examine why your message is important, in relation to what you want to say.

1.2 How Do You Communicate?

Know your audience - Define your audience, they may be divided by where they live, their income, or culture.
Know what your audience needs to understand the message - Does your audience understand the issue as you see it?
Inform your audience - You will lose the audience’s attention if you bore them with what they already know.
Tailor your message - Once you know your audience use the appropriate style that will persuade them.
Enable your audience - Once your audience is aware of the issue they may need to know what to do about it.
Know when you are successful. - Plan how you will measure your effectiveness.

1.3 How Will Video Communicate Your Idea?

Understand the language of film - We all have an understanding of film language. Using it will vastly enhance your message.
Use Signs and Symbols - Anything that has a significance beyond its usual function or meaning is a sign or symbol.

1.4 How Will You work as a Group?

Film making is a group exercise. Group skills such as brainstorming may be helpful.

1.5 How Will You Choose the Best Media to Reach Your Audience?

Different media is effective in different ways depending on your audience and your message.

Video - Strong on visual impact but weak at getting across detailed information.
Still images/photographs - A good photograph is a powerful and inspirational medium.
Radio - The radio is one of the more intimate forms of mass communication.
Internet - Adaptable and a very personal form of communication that is wide reaching.
Personal/one to one - The highest aim of all advertisers is to access personal networks.
Letters - A very tailored and personal approach with great effect.
Pamphlets - Again, a very personal and effective local method. Printing can be expensive
Stickers/badges - Powerful, cheap, and surprisingly effective.
Press releases - A press release can be very effective.
Using mixed media - Each aspect of your presentation should be worthy on its own but doubly powerful in conjunction with the other aspects. Video, for example, is strongest when the combination of sound, image and movement all give different aspects of the same fundamental message. Use as many different ways as possible if you want to get your message across.