English 313: Business Writing

Deliverable 2:Screencast Analysis of a Crisis Communication Apology Video

1© Karen Thompson ● Department of English ● University of Idaho

How to create your screencast.• You need a microphone, and the one in your computer will

be fine for this project.

• Your screencast must be hosted on a site that allows users to play it without having to download the file.

• I recommend using Screencast-O-Matic (Mac users also need to download Soundflower to record) or Jing (all users).These tools also have a means of hosting your file. See tools and resources for more information.

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• I do not accept video files (mp4, wmv etc.) in the bblearn drop box.

• Here’s why. You are practicing how to create and share these types of files as they are shared in workplace settings.

• So, if you choose to create video file on your computer, be certain it is uploaded to a host site and will play without a user needing to download the file.

• Video files uploaded to bblearn will not be graded nor earn credit for this part of the project.

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Screencast:subject, audience, and purpose.• The subject of your screencast will be an analysis of the body

language by a spokesperson(s) in a crisis communication apology video.

• You may choose a video of a press conference or one made by a spokesperson looking directly into a camera. You need only one video to analyze.

• The audience for your screencast will be the same as for your white paper: an audience of PR professionals.

• Your purpose will be to demonstrate how body language reveals a different message than the spoken words and/or affects the credibility of the apology.

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You will need to study the apology video closely to analyze the body language. Next, you will need to write a script and practice it.

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The goal is not to try to sound like a professional broadcaster, but to practice and develop clarity in your presentation speaking style.

Writing a clear and focused script will help you avoid this problem:

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Rambling.

Continue to apply the principles of effective prose style when writing the script but adapt these for the ear by keeping sentences short.

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You should be able to say each sentence in your script in a single breath.

Your script will need:

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IntroductionAbout 10 seconds.

Key PointsUp to 3 minutes

ConclusionAbout 10 seconds.

Timing

Your  screencast  is  external  communication,  so  you  will  need  to  formally  introduce  yourself  and  the  purpose  of  your  screencast.

The  key  points  of  the  screencast  should  be  logically  structured  and  clearly  move  between  one  part  of  screencast  to  another  as  you  explain  your  analysis.  

Keep  the  conclusion  simple.  Remember  to  thank  the  audience.

To record the screencast: open the video; launch the tool, choose a frame size; and move the frame over the video. Be certain you can access the apology video’s play button from within that frame.

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Next, set the sound to mute, play the video, and begin. You will want to periodically pause the video as you make your points. Just let the screencapture tool keep running as you do this.

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Delivery:  continue  to  apply  these  concepts  when  recording  your  voice-­‐over  narration.

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• Vocal variety: pitch, tone, volume, and rate.

• Pausing.

• Diction

Exercises to help you improve your speaking style can be found under Tools & Resources.

Your screencast doesn’t need to entertain, but it should clearly explain your analysis of the spokesperson’s(s’) body language and be useful to your audience.

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Thanks,  your  screencast  is  very  useful.