Filming video for government use can present a challenging balancing act — formal enough to inspire trust and confidence in the viewer’s elected or appointed officials without seeming stiff, cheesy, or boring. With conflicts between the media and high-profile officials often played out on a nationwide basis, inspiring trust in a government-backed video can seem like a tough hill to climb at times. On the other hand, filming and producing videos for local, state, or federal governments can provide you with a unique opportunity to both educate and entertain the public.
Some excellent uses of government video can include informative videos for court litigants, candidate advertisements for campaigns, jury instructions, employee training videos, and even documentaries. A solid video will captivate viewers and present information in a clear and concise way.
Some studies estimate the average American adult reads at around a 7th or 8th grade level, which can quickly leave most viewers lost among governmental jargon or multiple acronyms. Running your script through a readability checker and replacing long or overly complex words with simpler ones (while still retaining the original meaning) can ensure that your video clearly communicates its intended message.
Many of the most beautiful buildings and plazas in the country are dedicated to government use -- from the historic and awe-inspiring federal buildings in Washington, D.C. to charming county courthouses with stained-glass windows and historic wood paneling to modern government offices in metropolitan areas designed with an eye toward energy efficiency. Shooting plenty of high-quality B-reel at the government facilities in your area can give you an attractive and dignified backdrop for narrative segments rather than simply focusing on a talking head.
The multiple and diverse avenues of government video production can leave you with a scattered and disorganized final product if you don't quickly focus on your target audience and direct your content to the perceived typical user. For example, you'll want to approach an instructional video for jurors much differently than a documentary on a certain bill's path toward law. By identifying your target audience, you'll ensure well-tailored and appealing content.
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