I went to PRSA Chicago’s monthly luncheon yesterday and heard a nice discussion about multicultural marketing. The panel addressed all sorts of topics, but one of them in particular stood out as good advice for any PR or marketing situation.

Someone asked if it’s wise to focus on individual segments of the Latino community, Mexicans, Puerto Ricans, etc., or create something with a broader appeal to all of them? One of the panelists said you can’t be all things to everyone. That by the time your try to satisfy every community, you end up watering down your message.

Pretty good insight… and it’s great advice for anyone producing videos. Whether it’s trying to decide what story to tell about a business, who should be in the video, or simply critiquing the final product. No matter what decisions you make, it’s not going to please everyone. Someone will nit-pick it.

Video is a subjective medium. It’s an art, not a science. Opinions are plentiful, and you’ll always have your critics.

Tell the best story you can, and that’s the best you can do.

–Tony Gnau

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