Roland Baumann studied economics and Russian literature at the University of Zurich and went on to complete an advanced federal diploma in PR consulting. During his studies he worked as a consultant for a small business consultancy. After some years as a business consultant, he joined the Swiss National Bank's communications department. He focused on media relations, intranet and internet, and worked on various communications projects. Baumann joined ETH Zurich Corporate Communications in May 2007 where he has held roles including Public Relations team leader. Since September 2016 he has been co-heading the Content team.
Nothing stirs emotions quite like the moving image. Video content has become essential for boosting reputation and generating enthusiasm within one's own community. But what video formats can a university best use to reach a large audience? And what happens when emotions get out of control?
Driven by YouTube and other social media channels, communication departments are producing more and more video content. Today, nobody can do without moving images. But what good is a video if the viewer clicks away after a few seconds? Nothing is as boring – or expensive! – as a badly made film.
As universities with limited resources, we must therefore ask ourselves: which video formats allow us to package our content and messages in an entertaining way? What videos do our communities really watch? In short: how can we use video to engage our communities?
In this Masterclass, two representatives of ETH Zurich will present their video concept and report on their experiences with both simple, self-produced videos and complex, large-scale productions. They will also talk about their experience of what happens when emotions in the community somehow get out of control.
After this introduction, the focus will be on discussion: what experiences have other universities had with videos? To this end, participants will be asked to submit their own examples before the conference – videos that have achieved their goals, but also the ones that have failed to reach their target groups.
The aim of this Masterclass is to give participants an overview of university film production as well as suggestions for their own work. Together, we want to develop an idea of best practices on how video can strengthen one's own reputation and intensify the involvement of the community.