Because that letter “P” is so important, I believe it’s worth exploring.
But first let me say that I also often incorporate the other two non-script
P r o g r a m I n c e P t I o n : t h e n e e d s a n a l y s I s 1 3 documents—the Outline and Treatment. Of those two, the treatment is the most often used because it provides the client with a visual and thematic sense of how the program will appear, before the process of scriptwriting—
which of course will finalize those concepts. The Outline, on the other hand—meaning Content Outline—I use less often, primarily when the pro- gram is highly instructional or detailed, and a precise content presentation and structure are critical.
But let’s get back to the “P” and that PNA.
If you’re wondering why I’ve brought it up under the umbrella of
“advance techniques,” the answer is simple. Aside from writing the script, I consider understanding and writing the PNA an essential part of the ini- tial production process. And that’s because it provides, in a few simple pages, a design “roadmap” that can, and should, serve as a guide throughout the entire production. Before I discuss how and why that’s the case, let’s look at an example. I wrote the following PNA at the inception of an important production for an adult school in Oxnard, California.
TITLE: Working title: Oxnard Adult School: 75 Years Young!
START DATE: February 27, 2012
DEADLINES: Various TBA: Video to be produced by the spring Western Association of School and Colleges (WASC) reception.
Other materials to be produced and distributed as needed.
All dates available by January 12, 2013
CLIENT(S): Tom Cattan, Principal, Oxnard Adult School, Phone:
807-555-2508, Email: Tomcatt@CBLTE.com Sylvia Gomez, Vice Principal, Oxnard Adult School, Phone: 807-555-2506, Email: SGOAS@CBLTE.com APPROVALS: Tom Cattan, Sylvia Gomez, and the WASC selected
reception committee members
PROBLEM: Academic and community members are not aware of the long, rich and important history of Oxnard Adult School, including the fact that this year will mark its 75th anniversary.
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BACKGROUND: A Western Association of School and Colleges (WASC) reception will be held in the spring. This event will be a perfect time to offer a video presentation documenting the history of Oxnard Adult School in its 75th anniversary year. Other media, such as flyers, newspaper articles, and PSAs on radio and television will be produced as well.
The story of Channel Islands High School principal, Maria Gonzalez, offers an ideal example of how powerful and transformational the adult school experience can be, for both individuals and the community. Her account will serve as a centerpiece for the production. Other testimonials and interviews will also be included.
AUDIENCE:
Description: Oxnard community members, WASC celebration attendees.
Size: In the thousands.
Demographics: Primarily Hispanic, Spanish speaking, adult community members. This demographic profile applies to a significant number of migrant workers and families with migrant backgrounds. Strong fam- ily values and religious foundations are also valued by this group, as is desire to improve living conditions.
Education: A very small percentage of these audience members are col- lege graduates, and many are not high school educated. Younger com- munity members will be more likely to have high school educations and some college.
Age: A wide range, from teen and young adults to senior and middle- aged community members.
Knowledge level: Many audience members will know the Oxnard Adult School exists, but most will have very little in-depth knowledge about such things as times, locations, size, classes offered and potential impact on their lives and the community.
OBJECTIVES: This program will meet both motivational and informational objectives as follows:
P r o g r a m I n c e P t I o n : t h e n e e d s a n a l y s I s 1 5 Motivational: This program will motivate community members to regard the school in high esteem, value its presence in the community and, in appropriate cases, consider attending or seeking more informa- tion on how the school might benefit them.
Informational: Having viewed this program, audience members will be able to:
1. state that Oxnard Adult School has reached its 75th anniversary;
2. state that the purpose of Oxnard Adult School in the community is to help community members achieve personal and career success;
3. state that Oxnard Adult School has had a positive effect on students, enriching their lives, improving their futures, and helping to create exciting new opportunities.
UTILIZATION/DISTRIBUTION: This program will be shown at the WASC reception in spring of this year. It will most likely be presented via com- puter projection in a large auditorium. It will also be posted on the Oxnard Adult School website, and possibly be broadcast on local cable through Time Warner and the Oxnard Government Channel (26). To meet these distribu- tion requirements, various distribution formats may be needed, including standard DVD and MPEG.
(NOTE: The PNA ends here. In this case, the client asked that I also include a brief concept or treatment.)
CONCEPT: A documentary-style program, roughly 10–15 minutes in length, would work well for this media need. Since Maria Gonzales, Principal at Channel Islands High School, was once a migrant worker and an Oxnard Adult School student, her profile would provide an excellent example for the entire program.
Maria’s journey could be highlighted with historic images of Oxnard and the school. Other testimonials from students, teachers and Oxnard Adult School principal Judy Perkins, would add depth and richness to the message of how the school has helped shape the future of many individuals, and in
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doing so has helped the community grow and prosper. A possible interview with State Superintendent of Schools, Martin Foster might also be included.
NOTE: A Spanish language version of this program might be a beneficial investment, helping to motivate non-English-speaking community members to consider the possibility of attending the school. Some additional editing would be required, but the translation and voice-over might be provided by an Oxnard Adult School staff member.
SUGGESTED PROJECT ELEMENTS:
• video projection for the WASC meeting;
• video PSA for cable TV—Time Warner and Channel 26;
• audio PSA for local radio stations;
• newspaper and magazine article(s);
• Internet postings;
• possibly, flyers for community distribution in markets, stores, restaurants
• and frequented places of business;
• a possible celebration-day auditorium projection, culminating with scholarship awards;
• possible awards to long-standing members of the school who have con- tributed a great deal to its success—teachers, administrators, volunteers.