Making a Video Part 3 

The editing portion of the video may take longer than the pre-production phase, as it is a craft form and the editor must spend time with each shot presenting every aspect in it's best possible light.

First things first
As discussed previously in the production phase, it is most important that both the client and the producer/ editor stick to the plan. By the time the video reaches post-production, it is too late to change ideas about how you want certain things portrayed. Spur of the moment changes to the script or footage may lead to extra filming or recording requirements, all of which both delay production and inflate the costs of the video.

Also, from the start decide on duration for the video and stick to it. The script should give a clear indication of the duration, but a standard for corporate video, and how much the audience will be able to absorb is about 8 to 10 minutes. This is the optimum time for conveying the perfect message and maintaining your audience's interest until the end of the show.

Be Involved
For the recording of the voice over the client is required to be present for technical elements, and this exercise should not be seen as an opportunity to edit the script as this should be now be completely finalised. Leaving these kinds of elements up to the director or engineer's discretion may lead to mistakes and once again inflated costs.
As with all the other phases on the road to a successful video, it is imperative that the client, be involved in the early stages to be assured a favourable outcome. Once again, if there is a chance that the person the producer is dealing with may not be the final authority, it is very important that the client have rough edits signed off before proceeding.

The editor will make a rough-cut of visuals and voice-overs in sync, but will be devoid of all effects and techniques, colour matching and graphics. The music that a director intends on using may also be included. The choice of music is based on certain criteria, giving value to the video and being suitable, not over shadowing the voice artists, yet suiting the production. By doing this the editor can get some idea of whether he/she and the client have the same view of the end product in mind.

Pink elephants and flying pigs
The magical world of computer animation and special effect as depicted in big budget Hollywood productions, has opened the world's eyes to just what can be done with computers and video. Even on a small corporate scale, the tools used in post-production could very well make pigs fly between the scenes, but these kinds of effects are not necessary between every scene.

All too often the client has been impressed by something he/ she saw on another production, and would like the effect mimicked in his or her own video... In moderation gimmicky editing tricks can have a good effect, but in excess this gimmick may come across unprofessional and tacky.

As mentioned before, editing is a craft or an art form, and takes many years to master, and the client should trust the creative judgement of the editor/ producer that has been chosen. The clients role is to ensure that the "story" be told correctly, and should not have to carry the burden of making creative decisions.

As video remains one of the mediums in the creative world that has the most impact, in a corporate environment there is no better way of conveying essential information about your company than through a well-made corporate film.