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Communication is a Two-Way
Street
An industrial A/V user
Tells producers how,
and how not to win him over
Dy STEPHEN A. KALLIS, JR.
Film producers — especially industrial and documentary film producers— pride themselves on being communicators. Therefore, it is extremely important that they remember communication is a two-way thing. Failure to acknowledge this may well cause a film producer difficulty, a point that I would like to illustrate with a recent personal experience.
The representative of a studio that hoped to produce a film for my company telephoned nic regarding the matter. My work in the company's public relations department involves me in all phases of the company's film activity.
The caller stated that films were an important medium through whicii to transmit the company's message. I agreed, but explained that presently, the only films the company was making or contemplating were being done in-house.
Nevertheless, the studio represent
ative was eager that 1 see his material. Somewhat reluctantly. I set up a future meeting, almost a week away.
The day came, and the studio representative arrived. He was personable and did not waste excessive time on conversational gambits often used by salesmen. He got right down to cases. Handing me two reels, he explained that these would demonstrate his firm's achievement and potential.
One film was an image piece to "turn on" salesmen regarding the scope of the company they wt)rked for. As an indoctrination piece for newcomers, it wasn't bad. The other reel was a series of television commercials, which showed a certain amount of imagination.
However, even if we iiad been in the market for films produced outof-house. we couldn't have used either type. First, our salesmen receive orientation in other ways, and
lUNE, 1971
49