When to Call in the Big Dogs
I can install an electric circuit in a house, tile a new floor or backsplash, and replace the guts of a toilet. It’s easy to get caught up in the money you can save by doing the work yourself, and sometimes it’s even fun! But let’s face it, you do run a few risks. Maybe it’s not up to your spouse’s expectations, or, just as important, up to code. Anyway, how could you know? It’s not your “day job.” Or maybe your adventure ends up costing more because you screwed something up and have to redo it.
Some of us do-it-yourselfers draw the line when the task requires too many tricks-of–the-trade or too many specialized tools. Or it just doesn’t appeal to us (like replacing the back door and screen door on my 100 year-old house which required too much math and patience). People who know me, stop laughing!
With media production, it’s easy to get caught up in the do-it-yourself mindset. It’s fun. Cameras, recording equipment and software are abundant. And, just like with home repairs, there is a time and place to do it yourself. A video that will be shown at someone’s retirement party or a website for a church can be done by professionals, but they can certainly be tackled by a do-it-yourselfer.
However, it’s important for a business or any professional organization to consider the consequences of using a non-professional to do the work. Of course, there are the legal aspects (e.g. the camera operator falls down the stairs while he’s videotaping or a designer illegally uses a photograph on a website). Guess who’s going to be held liable?
Two things separate the pros from the do-it-yourselfers:
Technical expertise: professionals are trained. They know when they can or can’t use “We Are the Champions” in your video. They know what bit rate they need to encode a video to ensure it plays back optimally on the Web. They know the importance of touching up an executive’s head shot before it hits the press. Since pros do their craft day in and day out, they know the tricks, the trends and the things that separate a polished deliverable from a homemade one. And they understand how to help you craft your message so you get the results you want.
Managed work: professionals manage a project. It’s obviously in their best interests to move a project through quickly so they can move onto another. They can tell you how long a production will take and some will guarantee it in writing. This is particularly important with events or website launches linked to events. Professionals can quote a job. They can describe the scope of work and tell you how much it will cost, so you’ll know exactly what you’re getting and how much you’ll pay for it. They want to make sure you’re happy so that you a) come back and b) spread good juju about their company.
If your company is struggling with who your audience is, what objectives you want to meet, or what media or deliverables you want use, don’t attempt to do it yourself…call in the big dogs.
To hit this point home, when I wanted to convert my attic into a livable space with a finely tuned heating/cooling system, I turned to the professionals. I wanted the job done right, within this century, and I didn’t want it to get in the way of my day job. I’m glad I did. The space was converted in less than 2 months – and they made it better than I could have imagined. And the best part was that I didn’t have to spend my weekends and late nights working in a space covered with 100–year-old coal dust and dead stuff.