Using Video: Q&A with Mike Ralston
Using Video: Q&A with Mike Ralston
Mike Ralston is the Division Director of Content Marketing at HealthONE, HCA Continental Division; and the video digital strategist for PRSA Colorado’s Communication Committee.
How were you introduced to video as a medium?
Working in the healthcare field for nearly 15 years, I gained a lot of experience collaborating with freelance videographers on video and commercial shoots. I was always intrigued with their creative approach to storytelling and their use of lighting, equipment and b-roll footage during the production process. I also learned to appreciate the video editors and the time-consuming post-production process. They have a unique skill set when it comes to editing hours (sometimes days) of footage and packaging it into a quality product for their clients.
In 2017, I began to experiment with video via Facebook LIVE interviews, collaborating with several physicians within our health system. This was truly a grassroots effort. My goal was to simply produce short, informational videos for our audience by providing a local voice to national topics. I continue to record Facebook LIVE interviews, but I’ve become more mobile and have added more equipment to my video interviews. This has enabled me to record more videos outdoors, rather than relying on a wi-fi connection for Facebook LIVE interviews. Last year I assumed a bigger role in video production when I had the opportunity to collaborate with a freelance videographer on the AirLife Denver 35th Anniversary video series project. The goal of the project was to reinforce the partnership with HealthONE and AirLife Denver and to shine a spotlight on several of our flight nurses and base leads in Aurora, Cheyenne, Firestone, Holyoke and Lone Tree. In addition to scripting, storyboarding and interviewing the flight nurses/base leads, I also had the opportunity to serve as a secondary videographer and assist in post-production.
If someone is just getting into filming/video, what's your best piece of advice?
Don’t be afraid to experiment with video. Start small. Invest in a few lights and external microphone for your camera, iPad or smartphone. If using a smartphone for your interview, mini tripods serve as great stabilizers during interviews. This maintains balance and prevents your video from appearing shaky. Video is an essential tactic for any marketing plan. The statistic I continue to hear is that 82% of people would rather watch a video than read a blog post.
When setting someone up to be filmed for a one-on-one interview, how do you set the scene for success?
Typically, I like to meet with the interviewee first, script a few questions for him/her to review and scout the location prior to filming. It takes about 30 to 45 minutes to set-up, so I tend to arrive early for interviews. Proper lighting and audio are essential for a successful interview too.
Talk about your video editing software/cameras.
I record all of my videos using my iPhone 7 Plus and iPad Pro, and I use iMovie for editing.
How does your audience affect your plans for the video? What do you need to know about the audience to create the video?
It depends on the topic, which is why scripting is very important. I record a lot of videos with physicians, which can include very technical details about surgery procedures. For the general public, it’s important to limit the duration of the video and modify the script so it’s easier for the average viewer to consume.
