How to Hire a Production Company

If you're a video novice, hiring a production company may seem overwhelming. These practical guidelines and six "golden rules" will help you select a company that's suited to your needs. To avoid making costly mistakes by selecting the wrong production company, here is a list of questions and concerns, plus strategies, tactics and insights to prepare you for your first video project. The list will help you increase your chances of putting together an affordable, high quality video.
 

May We See a Recent Client List?

Once you get one, verify its accuracy by calling one or two names on the list. Ask previous clients: Did the production company make the deadline? Were its employees quick to suggest solutions to problems, or did you have to solve them all? Were there any surprise charges after the bid? How well organized was the crew? Did the company look for ways to save you money? How did its managers handle themselves and their crew? How did they respond to changes you made during the production? Were you satisfied? What type and brand of equipment do you use? On what equipment and tape will editing be done?

The quality of the finished product and the copies made from your master tape depend on the quality of the recording equipment. Because it is not unusual for original video footage to be transferred several times before being incorporated into a final edit master, the quality of the original is important. For most corporate projects today, and even some commercials and television programs, Digital is the smartest choice for shooting and editing.

What Equipment Services Will Run up Extra Charges?

A reputable company will give you an estimate for using equipment or services not included in the original bid.

Who Goes on the Shoot?

Many companies send their marketing and sales people to seek new business. Most likely, they will not be responsible for producing your video. Chances are they will serve as liaison or Executive Producer for the production company. Except for key personnel, most production companies hire free-lance crews. This is the nature of the production industry. These free-lancers are experienced and capable of handling all production related matters. Trust your production company to hire the
best available crew.

What Kind of Experience Does the Producer Have?

The caliber of experience of your video's producer is directly related to the quality of the finished product. Ask to see a finished project of his or her work. Is it of the caliber you are seeking? Don't let a novice producer learn on your time, and don't settle for an equipment-oriented technician when you really need a creative producer.

What Can I do to Keep Costs Down and Facilitate Shooting?

An experience company should know how to save you money by cutting corners without cutting quality. Shortening the length of the finished program, using fewer professional actors, and limiting the number of locations are a few ways to cut costs. You and the producer must decide if any of these options will ultimately compromise the final product. A simple pre-production meeting in which you and the producer coordinate the shooting schedule can easily save you hundreds if not thousands of dollars. Let the production company point out the elements that make your price higher or lower. Remember that with video, the highest quality seldom comes with lowest bid.

Do You Prefer to Shoot on Location or in a Studio?

The location can have a direct impact on the aesthetics and bottom-line costs of the video. In-studio shooting is sometimes less expensive, but on-location shooting is more interesting and provides background setting in and around you facilities. On-location shots give a more realistic look to a production.

Communication is Key. Many companies working with production companies for the first time often suffer through a disappointing rookie experience. The sole reason for this is lack of communication. It is imperative that you know exactly what you want in a final project and that this information is translated to the production company. What you as client may see in your minds-eye as the final product may be vastly different from the view the producer or director has in mind. Make sure everyone is on the same page from pre-production through final editing.

What is My Role?

"What sort of help will you need from me?" may be one of the most important questions you can ask. Does the total cost of the video include script writing? If not, you may be expected to produce a script, whether in-house or through an outside consultant. The production company may also need your help on coordinating other elements of the shoot, such as finding locations or briefing interviewees. Remember, you may not be an expert on video, but you are an expert on your company. Your insight into corporate culture and mission, internal issues and management philosophy are critical to the success of the video. On the other hand, you are hiring a production company for its expertise. Take full advantage of it by listening to the crew's advice and by enabling the crew to make the bulk of the production decisions, even when you don't understand or agree with them.

These "golden rules" may help:

The Final Selection

You are now armed with the tools you need to select the production company that will be right for you. A final bit of advice: when all the bids come in and they're within dollars of one another, or when one company's abilities are indiscernible from another's, trust your "gut feeling". Chances are that others will agree with your instincts.

Good technique is critical to good video. After more than four decades of widespread television viewing, today's viewers are sophisticated; they expect broadcast quality video productions. Poorly produced pieces stand out plainly to those accustomed to seeing high quality network television programs. Doing your homework before committing financial resources can help you reap big rewards in terms of receiving the best quality video at the best price. When your video succeeds in communicating to its audience effectively, reward yourself on a decision well made with another video project!