Costs of producing videotapes vary. Simple videos produced in-house are inexpensive but may not be successful in reaching the target audience with the right message. An amateurish production may alienate people from an agency's approach or goals, because its unprofessional quality reflects on the caliber of the project itself. A more professional production is expensive initially but more cost-effective in the long run. 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.