This year, researchers uncovered that the top three sources of local political news for US adults are social media, local news outlets, and their friends, neighbors, and relatives. The common link among them?
They all use video.
If governments and federal agencies wish to reach the public, the best, most straightforward way to do it is through video. In this article, we’ll explain why that is, and how government organizations can use video to build transparency with the people they serve.
What does accountability and transparency mean with respect to the government?
Government transparency refers to the government’s democratic duty to be clear, open and honest about policies, initiatives, finances, and bureaucratic procedures. This not only involves “putting the information out there,” but also making it accessible to a diverse citizenry of all ages and backgrounds.
Aside from being a solemn obligation, transparency creates an inclusive community atmosphere that encourages citizen participation. Pew data shows that Americans are keenly interested in local politics, yet dissatisfied with the quality of news they get related to it. Some even find it difficult to access something as necessary as voting information.
Why Video Production Is The Ideal Tool For Raising Transparency and Accountability
As a thriving DC video company, we have experienced firsthand video’s power to expand the impact of governments and federal agencies. There are many reasons for this:
Video Production Makes Information Accessible
Research by the National Literacy Institute demonstrates that a jaw-dropping 21% of US adults are illiterate, and 54% have a literacy below a 6th-grade level. In this context, old-fashioned textual communication is not universally accessible.
Video on the other hand, uses the universal language of visual communication. The workings of ocean gliders can be a little hard to understand when conveyed just in words. However, actually seeing it in action inspires both comprehension as well as justified awe and appreciation.
Video Production Is More Memorable
Video is stickier, too. According to a report by Insivia, viewers can retain about 95% of the information they get from a video, but only 10% of information that comes from text.
Video Has Reach
The Supreme Court put it so well: social media platforms are the “modern public square.” Around 60% of adults report using smart TV devices and 90% have access to a smartphone, where consuming video content. on social networks is a popular pastime.
Video allows government agencies to reach their citizens on a platform in a format that they are already participating actively on. We saw the exponential power of social media while working on a bilingual PSA for the EPA, on the dangers of lead-based paint. The promotional social media campaign reached over 160,000 people.
Video Production Boosts Credibility
Perhaps nothing makes a better case for government video production than a University of Michigan study. Researchers studied trust in a social dilemma game. They tested four communication methods: face-to-face, video, audio, and text chat. The findings are clear: video communication builds trust as effectively as face-to-face interactions.
This builds on the existing authority of government communication, making for a more persuasive and effective message.
Ways Government Video Production Can Be Used for Impact
1. Live streaming public meetings and hearings
Public meetings, consultations, and hearings invite residents to engage in policy decisions. However, it is not possible for everyone to attend.
Local governments can use social media to live stream public meetings, town halls, and other community events. This way, all community members have visibility into what their representatives are voting for and against.
2. Regular updates
When it comes to stressful situations like destructive climate events, wildfires, and droughts, people tend to feel confused and anxious. This is where federal agencies need to step in and provide reassurance and transparency.
For instance, the National Oceanic and Atmospheric Administration’s (NOAA) Pacific Marine Environmental Lab (PMEL) hires us to produce short videos that promote its climate change research. This includes an annual video highlighting key points from NOAA’s “Arctic Report Card” which distills its research on the Arctic’s climate disasters.
We are proud that Rock Creek’s work for PMEL has garnered numerous accolades and national recognition. The 2023 annual Arctic Report Card, in particular, was featured on the front page of the New York Times.
3. Demonstrating achievements
Most people sleep soundly at night because of national security organizations like the Customs and Border Protection (CBP). However, they have a limited appreciation of the full depth and breadth of their critical contributions.
We scripted, casted, and filmed this video for the CBP, recreating how Customs Officers, Border Patrol Agents and Air and Marine Agents came together to break up a smuggling operation and rescue a victim of human trafficking.
This video was shown to the entire 60,000 person CBP workforce in order to build unit cohesion.
Hire Rock Creek for Government Video Production in DC
We’ve proudly offered our DC video production services to some of the most illustrious organizations in the country. EPA documentaries, Pentagon features, US Marine Corps stories: we’ve captured it all.
We would love to do the same for you.
Check out our demo reel or explore all the videos we’ve made for federal agencies like the EPA, Pentagon, and the US Marine Corps here. If you’re looking for a specialist government video production company in DC, contact us today!
