Do you ever wish your client had great B-roll on hand? It’s
really critical if you want to place anyone on TV. It demonstrates the person’s
ease in front of the camera and quite honestly I think it shows that you’re a
pro, your client is a pro and that you’re basically serious about getting your
person booked for a segment.
hate surprises. Actually, most of us in this business hate surprises unless the
news has something to do with getting a new client or big, fat raise
(right?). But seriously, one of
the worst offenses you can commit as a publicist or a communicator in general
is leave someone wondering why the heck you didn’t tell them something earlier.
That said, it’s clearly not always possible to prevent these scenarios from
occurring—hence your own dislike for surprises. But part of what we do every
single day (and I think I’ve written about this before) is to troubleshoot
before the fact. As I used to say to a colleague assistant of mine many years
ago, “Who are we going to piss off if we do this?” Negative? Nooooooooo!
back to the B-roll . . . Supplying a producer with B-roll is important for two
reasons. First, as I mentioned earlier, this gives the producer a good idea of
how your client appears on camera. Second, the producer might want to use the
B-roll as part of her segment. Let’s say your client owns a bakery specializing
in cupcakes (it must be that part of the day when I think about cake). In
addition to the sample cupcakes, headshot, and other collateral you might send
with your pitch (though be careful here; you don’t want to be too clever) you
could include some B-roll of how the cupcakes are made. The video might include
some behind-the-scenes action that the masses aren’t normally privy to or some
banter that’s particularly germane to the baking industry.
you do, make sure the B-roll is produced professionally. You don’t want to send
out anything that’s less than that.