FREQUENTLY ASKED QUESTIONS Adventist Health Internal Communication Videos

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1 FREQUENTLY ASKED QUESTIONS Adventist Health Internal Communication Videos Who is the audience for the internal communication videos? These videos will be sent to all AH employees which includes employed physicians, leaders, and staff. There is one exception: the updates from the regional CEOs will be sent only to the employees in their region. What are the goals of these? To build a culture that is consistent with the AH mission, vision and values To help employees understand the mission, vision, values and strategies of AH and how they will impact their work. To reveal the why behind the AH strategy, connecting people to their purpose at work To unpack what ONE Adventist Health means to employees To build pride in the AH family by showcasing some of the best things that are happening To inspire employees with new ideas from across the system To share best practices in the system and accelerate improvement To help employees navigate change by having the information needed to do their jobs in a changing environment Align employees around common goals and vision To build community among the AH employees Why video? Video is the most engaging form of communication. It delivers messages with the full range of sound, music and motion, making them more interesting and memorable. It also adds a personal element, which allows us to help bring together the many individuals in the organization and see the faces who make up the AH family. How will they be distributed? They will be sent out via and the employee communication app launching in January Where appropriate, some videos will be repurposed for external use (i.e., the website, blog, YouTube channel). The employee communication app will be a channel that can be used by hospital, regional and corporate communicators to deliver important messages; however, it will take a while for it to gain traction among employees. It will eventually become one of the primary tools employees use for getting information about the organization. You can forward the s using the forward button at the bottom; this allows us to capture open data and preserves the look of the . What should we expect from this content? We will be producing a variety of news and interview-driven videos with the goal of making them feel real and accessible: 30-second flash news. These are news items that would be of interest to the entire system, and that must be produced quickly. They will be shot on-site where the news is occurring and be simple in production style featuring an interview and b-roll.

2 Regional CEO updates. These are two-minute interviews with the CEOs providing updates on matters that apply to their region. Examples might be: new partnerships that employees would find interesting, how AH initiatives are going to play out in their region, strategies that are being executed in the region and impact all or many employees. We will use as much b-roll and still images as we have available, however, our budget for collecting this is limited. We hope to draw from existing libraries wherever possible. For the sake of economy, these will be filmed all on the same day in Roseville, when your CEO is attending meetings there already. These will be produced as needed, but most likely on a quarterly basis. Please note that distribution will be limited to the region of each CEO. Mini-Stories. These may vary in length (one-minute or more) and will feature messages that showcase and reinforce mission, vision, values and strategies bringing them to life in a way that speaks to employees. We will look to you, our communicators, for ideas from your region. Updates from AH executives. These are two-minute interviews where Scott Reiner or his designee will speak to employees. We will produce roughly nine videos per month, but the topics will be determined based on when and where the news and stories are occurring. Wherever possible, we will want to use as much b-roll as we can obtain given the budget. We ll also employ on-screen text and graphics to keep them interesting. Who will be doing the shooting and editing? CMBell is the agency we have contracted with to conduct the interviews and shoot and edit these videos. They have decades of experience working in healthcare and have worked with many of your organizations already so they know our system well. What is the role of the hospital and regional communicators? Local and regional communicators will: Work with us to identify stories/news Work with CMBell on logistics of your shoots (identify location for both the interview and b- roll, schedule interviewee) Develop talking points Provide any existing still images or b-roll (optional) Obtain and keep all releases and ensure HIPAA compliance Prep the interviewee so they know what to expect and what to wear. Interviewees should wear what they typically wear to work. Review the video to ensure the accuracy of the story names/titles spelled correctly, ensure that images represent your area, etc. You are welcome to attend the shoot, but it isn t mandatory if you cannot. If you do, we ask that you allow the crew to direct the shoot and save any questions or comments until the interview is completed. You will not need to interview, arrange for a crew or edit. Our contracted crew will work directly with you on scheduling once the story and interviewees have been identified.

3 What kinds of messages are you looking for? Content that brings to life the way the mission or values are being delivered at one of our entities. Content that shows how a strategy is being deployed in your region/entities and that would inspire others in AH. Content that inspires a deeper understanding of the mission and of ONE Adventist Health. We re looking to unpack this in meaningful ways. Content that celebrates unique successes or teams. Content that reminds employees of the Why? News that would impact the wider AH family. (Opening a new service line or getting an award would not be a likely story for this venue, since these happen at many facilities. But innovations that aren t likely to be happening at other places in AH would be.) Will we need to write scripts and use teleprompters? No. These are interview-driven. We want to make these real rather than highly produced and scripts often make the speaker appear stiff or distant. We generally prefer to avoid teleprompters for the same reasons. However, some types of video productions may involve mostly b-roll, and if the person being interviewed doesn t appear on camera, scripts might be an option for video productions that are not employing a news style. Please work with the crew to determine when these exceptions might occur. What if my CEO or designated interviewee isn t comfortable on camera? The production team routinely works with people who are not comfortable on camera. Here are some of the ways we help them achieve a successful interview: Helping them understand the goals and context of the project (communicators can do this prior to shoot). Telling them what to expect. Things like: o We ll shoot minutes and use only 1-2, selecting only the best content o Communicators will have a chance to review final product before it goes live o It s more important to be real than to be perfect o We do multiple takes to get the best one o We ll ask questions about things that are very familiar to them to drive the interview(no one being interviewed for these is a professional) o We want their personality, passion and interests to come through We find that preparing them prior to the shoot and at the interview helps allay their fears and produces a more believable product. What do you want for the talking points? Talking points should be built around your audience s interests. We ve included a few examples below. For the 30-second flash news talking points: This timeframe allows for just one big idea (think thesis sentence) and maybe 1-2 sub-points. CEO talking points: The AH Roseville internal communication team will be supplying you with some key points that are strategically important to the system. You can add 3-4 additional key points that your CEO feels are important to deliver.

4 Please note that to keep these interesting they must be short and focused. Our crew will use the talking points for the interview and the edit, so providing us with a longer list of talking points than is needed will make it difficult to know which ones we should capture in the final edit. All talking points should be submitted to the AH Roseville internal communication team (Karla Stevenson and Jenni Glass). What about scheduling how much lead time will we have? A few of these news videos will require very fast turnaround as little as a few days depending on the late-breaking nature of the news. Most will be scheduled out a month or more, to allow for adequate planning on all sides. Who are my contacts? Karla Stevenson and Jenni Glass will be spearheading this project, and will be your contacts for everything prior to scheduling the shoot date. CMBell s team will schedule the shoot directly with you and handle all production and editing work. AH internal communication: Karla Stevenson, director, Internal Communication, Stevenkg@ah.org, Jenni Glass, project manager, Internal Communication, GlassJL@ah.org, CMBELL: Christian Bell, Project Management, Christian@cmbell.com, Ext 113 DeLona Bell, Strategy/Messaging, DeLona@cmbell.com, Ext 117 What do we need to know about logistics? Generally speaking, we allow: 30 minutes for set up and about that for tear down for interviews with lighting less for the flash news shoots that will be more simply produced 30 minutes for interviews 30 minutes for shooting be-roll Look for locations where there can be some sound control, unless it is such that contributes to the story. (Example, something shot near the emergency department may benefit from the sound of the emergency department.) Can we use the videos for other purposes? Please do! Post, share, and show any of the videos wherever it makes sense. There s only one caveat: if used for paid advertising, we ll have to extend the music use license for that particular use. And finally.keys to success This project needs to bring value to our employees. It isn t an attempt to do the work already being done by our system communicators, but to add a level of communication that helps connect employees to each other and to the broader work of the system. With all internal communication, there s a risk that we do not stay focused on the concerns and vantage points of our employees, and that we push out too much content to them. We will need to vigilant in curating content with care and sensitivity to this.

5 We welcome your feedback along the way to help us improve these and make them more valuable. SAMPLE TALKING POINTS 30-second Flash News Interviewee: Name (spelled correctly with exact title) Location of shoot: Address/Room B-roll description: Shooting exterior and interior of new clinic Name/ and phone of communicator who will be the main contact for this Key point: Hospital X to increase the number of people we ll care for by aligning with XXX regional clinic. This will bring XX more covered lives into their system helping us reach our goal of doubling the number of lives we ll impact. (tie to strategy, show benefit to community or employees) It starts on DATE. More info can be found HERE. CEO Talking Points Interviewee: Name/title Location: AH Roseville Name/ and phone of communicator who will be the main contact for this Content: AH-supplied message CEO-supplied message: We are under budget for the year and here s what we re doing about it. Our employee engagement has increased by XX. We are performing in the top XX percent of hospitals nationwide clinically. One of the big challenges we ll want to be addressing in the months ahead is XX. We are seeing some innovations like XX in our region.