At 4media group, broadcast public relations is in our DNA. The ability to create robust media campaigns has always been about finding the right story for our clients, ensuring their messaging stands out. Its, for this reason, we feel quality serves as a backbone to a successful campaign.

Back when tape was still in use, the term “broadcast quality” was used to describe the high quality that the professional cameras were able to get for standard definition TV. Though the term is somewhat dated, it still has an impact on today’s industry. While it no longer refers to tape or standard definition, here at 4media group, we use it to describe the standard of quality that should be met by all video that we use and distribute.

There is so much more to quality then just meeting the necessary specs for HD TV. Other considerations for quality include content, color correction, the caliber of audio, a standard for how the video was shot, etc. Just because the technical specifications are “broadcast quality” does NOT mean that a news station or any other media outlet will find it worthwhile. That is why the definition of “broadcast quality” should be considered in multiple aspects of any video distribution.

CONTENT IS KING

Before even turning on the camera, the quality of the content should be considered.

What is the point that you are trying to make? Examine the best way to share your topic through this medium and how to most effectively communicate it. While considering your topic keep in mind three things: uniqueness, relatability, and shareability.

What sets your story and video apart from the rest? Who does this story impact and why should they care? Research shows that if it doesn’t make an impact within the first 5 seconds people will tune out, which means that even if your topic is already being discussed that your original content should be unique and relate to a broad audience.

Is your content shareable? We want to reach click-bait shareability, but with higher quality. A story that when you see it on social media, you immediately share with your friends because it’s informative, impactful, and engaging. Whether shooting b-roll or starting an interview, always ask: is the content compelling?

And lastly, is your video optimized to complement the interview or voice over that it is to be paired with? When setting up for your interview, make sure to add background and get creative. After all, a talking head sitting in front of a white wall is boring. Try to add pictures, place statues or figurines, or whatever you believe will best complement the topic of the subject being discussed.

THE VALUE OF VIDEOGRAPHY 

Broadcast quality starts with the recording. It is imperative that whoever is running the camera knows what they’re doing with an HD camera. Make sure your videographer knows the proper specs to shoot in, how to properly frame and focus, white balance, and can ensure the video recording is steady.

Another big takeaway here is that it is better to overshoot than to try and go back to re-shoot, as you often only have one opportunity to capture the content you need. Remember: the editor can go back and switch things around, the writer can go back and re-script, but the videographer can rarely go back and re-shoot without having to start from scratch. As the great poet, Marshall Mathers, once said, “You only got one shot, do not miss your chance.”

THE ART OF EDITING

With high-grade video, the editor’s job is much easier. If the videographer used the proper settings and shot a wide range of excellent material, the editor just needs to piece together the puzzle. Well, it’s more of a symphony. There isn’t one right way to compose the piece, but it still should have tempo and harmony. You could give three different editors the same video and script, and you would probably get three different packages with a few similarities. This doesn’t mean one of them is wrong; this is a creative process.

As long as the video makes sense with the story and there are no glaring errors, such as jump cuts, breaking the rule of 180 degrees, etc., all of them could be considered broadcast quality. Occasionally, the editor may have to make minor tweaks to the video, like color-correction or adding a pan or zoom.

After that, it all comes down to the export settings. Here is the catch; some outlets have different requirements than others. One station may want an .mp4, and another might want an .mov. Make sure that your editor is aware of the requirements for each outlet; every export might require different settings.

CAN YOU HEAR ME NOW?

Before you think we’ve come to the end of the process, let’s talk about audio. The audio contributes to a “broadcast quality” standard and should always be considered during both the shooting and editing portions.

During any recording—whether an interview or b-roll— check your levels. If you are recording video for b-roll and it sounds rough, it will be completely cut. This is disappointing because stations often prefer to have some low-level audio under their videos. For interviews, if you mess up the audio, there can be an attempt to fix it in post-production. However, there are no guarantees it will sound right or be understandable. Ultimately, checking your audio during the recording will save you a lot of trouble in post-production.

In post-production, certain audio adjustments can be made to increase the quality of your recording. For example, the speaker may be a soft talker and need their audio boosted slightly, or maybe the A/C kicked on in the background, and you want to lower the background noise.

THE BROADCAST QUALITY CAKE

Meeting “broadcast quality” is like enjoying a multi-tiered cake. Like the cake, each layer of the process should be able to stand on its own for quality. Have you ever seen a cake look so good, but the inside tastes like cardboard? No one wants that. To ensure your end product is up to standard, you have to stack your cake in a specific order. Start with the foundation, work your way up to the top and then add your own unique frosting.

For more cake metaphors or support with your next broadcast public relations campaign, our team of experts here at 4media group is happy to help!