Reproduction of tapes is relatively cheap. Video production demands a high level of staff expertise. Even with donated video equipment, it is often difficult for agency staff to produce a good video. This can be an existing staff person or a staffer hired for the purpose. Agency staff people are the best resource to draft a video script and ensure that it is consistent with written materials and the particular goals the agency is aiming to achieve.
Production frequently requires outside assis tance.
Although personal recorders are widely used, videotapes to portray public activities should be professionally and competently produced, using professional-quality equipment. Video techniques are often part of a media strategy. A video can be released for use on television as camera-ready copy. An agency thus provides the news media with an accurate portrayal of a process or project to be shown as part of regular programming. Videos are a good means of providing information about meetings or ongoing planning processes.