Matching the Media and the Message: Making Effective Corporate Films and Videos

Abstract

What are the communications problems which are common in corporate and business films and tapes? Describes anecdotally a number of mistakes often made when corporate America tries to communicate through film or video with an audience. Suggests that business people ask a number of questions before they embark on making such programming, including whether the medium is really appropriate for the message, who the target audience is, if the proposed film or video takes into account that these media are primarily visual, whether the programming will keep the viewer involved emotionally, and whether the ideas are simple enough to communicate effectively in these forms. From the point of view of experienced film‐makers and professors in media production, offers numerous ways to improve this kind of programming to communicate more effectively and make better films and tapes. Uses both historical and contemporary social science research and examples to back up its arguments.

Citation

Jonathan Harris, M. and Mayer, D. (1993), "Matching the Media and the Message: Making Effective Corporate Films and Videos", Journal of Management Development, Vol. 12 No. 4, pp. 13-19. https://doi.org/10.1108/02621719310040167