Shoot, Edit, Share : Video Production for Mass Media, Marketing, Advertising, and Public Relations book cover
1st Edition

Shoot, Edit, Share
Video Production for Mass Media, Marketing, Advertising, and Public Relations

ISBN 9781138905429
Published November 4, 2016 by Routledge
200 Pages

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USD $49.95

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Book Description

Shoot, Edit, Share is an interactive, accessible introduction to video production techniques, concepts, and terminology. With the increasing availability of affordable video equipment, many students and professionals need to learn the basics of video production without being overwhelmed by technical details and equipment lists. Covering preproduction, production, editing in post, and distribution, this book shows you how to produce video quickly and effectively for a range of clients, from commercial firms to community service organizations.

Key features include:

  • A companion website including video interviews with professionals that demonstrate and reinforce techniques covered in the book;
  • Service-learning exercises that engage readers in real-world learning experiences, encouraging them to interact with their communities and new clients;
  • Clear, easy to follow and heavily illustrated guides for all of the equipment and processes that go into video production;
  • Focus on creating stories for a target audience, and building convincing and engrossing narrative through videos;
  • A thorough breakdown of all the techniques needed in post-production, through editing, well-designed graphics, and quality sound;
  • A best-practices guide to viral videos, sharing video content online and increasing its exposure on social media sites;
  • QR codes throughout the book, that when scanned, demonstrate video techniques and concepts related to what was read.

Table of Contents

Table of Contents


Chapter 1: Getting Started

Phase 1: Preproduction

The Treatment

Media Audit

Phase 2: Production

Shooting in the Field vs. Studio

Phase 3: Postproduction and Distribution

Types of Evaluation

Production Process Checklist

Chapter 2: Studio Production

Studio Positions

Floor Director Cues

Control Room

Video Switcher

Directing Cues

Three-point Lighting

Lighting Plot

Floor Plan

Directing Checklist


Chapter 3: The Camera

Parts of the Camera

Types of Shots

Breaking Action Down

Camera Movements

White Balancing

Shooting Great Video Checklist


Chapter 4: Sound

Types of Microphones

Pickup Patterns

Audio Board

Monitoring Sound

Conducting a Mic Check

Audio Production Checklist


Chapter 5: Telling a Story

Know Your Target Audience

What’s the Focus of Your Story?

Tell Your Story Through People

5W’s and H

Show Don’t Tell

Using Sequences to Tell Stories

Scripting Formats


Storytelling Checklist


Chapter 6: Shooting Video & Field Production

The Tripod

Composition and Framing


Rule of Thirds




Frame Within a Frame



Shots that Help Tell the Story

Shooting Video and Field Production Checklist


Chapter 7: Nonlinear Editing

Time Code

Logging Video

Insert Edits

Overwrite Edits

Matching Pictures to Words


Use of Computer Generated Effects

Editing Your Audio

Use of Music

Layering Sound

Editing Process


Chapter 8: Graphics

Types of Graphics

Key Design Principles

Chroma Key


Graphics Checklist


Chapter 9: Online and Viral Video

Shooting for the Small Screen

Have a Hook

Short and Simple Storytelling

Social Media

Successful Social Media Campaigns with Videos

What is a Viral Video?

Examples of Viral Videos in Different Categories

Tips for Getting Your Video to Go Viral

Online and Viral Video Checklist

Image Credits

View More



Kirsten Johnson, Ph.D., is an Associate Professor in the Department of Communications at Elizabethtown College. She has a Ph.D. from Drexel University, a M.S. degree in Telecommunications from Kutztown University, and a B.A. in Journalism and Mass Communication from Drake University. Dr. Johnson worked in radio and television for nearly a decade, including WOI-TV in Des Moines, Iowa and WGAL-TV in Lancaster, Pennsylvania.

Jodi Radosh, Ph.D., is an Associate Professor of Communication and Associate Director of the Holleran Center for Community Engagement at Alvernia University in Reading, Pennsylvania. She earned a Ph.D. in Mass Media and Communications and a M.J. degree in Journalism from Temple University. She received a B.A. in Communications and English from Rutgers University. Dr. Radosh worked as a television reporter for various news stations including WGAL-TV in Lancaster, Pennsylvania.


"In a world flooded with technology, Johnson and Radosh beautifully break down the video production process through a list of step-by-step practices. They explain the equipment as well as provide visual examples and practical exercises for students to test their skills. This book would be an exceptional addition to any hands-on production course!" —Adrienne Garvey, Lancaster Bible College