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sidebyside

What do TV news outlets and Ellen DeGeneres have in common? They both use Skype to interview guests. So why shouldn’t association professionals?

By now you know that creating video is an excellent strategy for bringing attention to your association. Video is an important communications tool to further your nonprofit's cause, market to prospective members or engage existing ones.

Skype is a relatively easy way to produce content in-house without hiring an expensive video production crew. By installing a free or inexpensive third-party plugin, Skype can record all parties involved (with their permission). Recordings of interviews or panel discussions can be repurposed as on-demand webinars to be viewed later.

Case Study
One of our clients, the Control System Integrators Association (CSIA) has a certification program, attained at the company level. The certification demonstrates proficiency in the best practices of the system integration profession. One of the goals of the organization is to promote CSIA Certification to the degree in which prospective clients require that only CSIA Certified system integrator may submit a bid. The more their clients understand what CSIA Certified means, the more likely they are to do this. 

One way we encourage clients to “spec-in” certification is to conduct video interviews of our Certified members discussing how requiring a certified integrator can reduce risk and increase efficiency for the client’s operation.

This comes with some major challenges.
1. CSIA does not have the budget to send staff to 400 member offices to capture this content.
2. Our members do not have budgets to allocate to video production crews.
3. Nor do not have the time or resources to produce or edit a video themselves.

With a little planning, a solid internet connection, decent lighting, and great audio, we have learned to create, edit and publish these interviews on our YouTube channel and public website.

Techniques
Interviews may be conducted in one of two different styles:

Confessional: In this format, the interviewer is off camera and not heard in the final version of the interview. The viewer only hears and sees the subject of the interview. This requires more editing so that the final video contains the “parroting” of the questions along with the answers. This is a technique used in many reality TV shows; a producer debriefs the “contestant,” but you only hear the interviewee speaking.

Side-by-Side: Show one to four subjects in the interview on one screen with as many as 10 participants. The latter may look a bit like the old game show “Hollywood Squares” but could be interesting if you carefully coordinate who speaks, when.

Audio Podcast
You could also repurpose the audio from the Skype call into an audio-only version and turn it into a podcast. In a slide-less discussion, listeners can enjoy the interview while multitasking or commuting.

Software Solutions
There are many third-party software plugin solutions for recording the call, for both Mac and Windows. Many have free or limited trials, or licensed versions for only $20 or $30. 

Conclusion
Conducting a recorded Skype interview or panel discussion is easy to set up and conduct. The best thing is that the final product can be used by other departments in your association, from marketing, education, and even the board.

Additional Resources
How to Record a Skype Interview
Four key elements to shooting better videos
How to be a reporter’s favorite source: Ten tips, plus bonus tips for recorded interviews

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