Tag Archive: Apple Final Cut Pro


“I don’t hate anyone. I was raised in a way that is a heart full of love and always pray for the president.” — Speaker Nancy Pelosi responding to a question whether she hates Donald Trump.

“If Nancy Pelosi fears images of her ripping up the speech, perhaps she shouldn’t have ripped up the speech.” — Tim Murtaugh of President Trump’s re-election campaign

It’s the gift that keeps on giving.

As a public relations counselor and message developer for eight years in gubernatorial and campaign politics, Almost DailyBrett would have advised Speaker Nancy Pelosi to maintain her high-ground advantage once President Trump refused to shake her hand prior to the Feb. 4 State of the Union Address.

The stories would be about Donald Trump, essentially walking over his own speech.

Instead Nancy stooped even lower, petulantly tearing up Trump’s speech before the President of the United States had even left the dais. She knew her actions — ripping up page after page — would be captured by the television cameras and by excited members of her own caucus, but they also wiped out her moral and image advantage over Trump for the evening.

Didn’t Michelle Obama once say: “When they (Republicans) go low, we (Democrats) go high”?

Worse yet is the ammunition Madam Speaker provided to the videographers and Meme-sters of Trump’s campaign and sympathetic political action committees. It’s amazing what talented people can do with Apple’s Final Cut Pro video editing or still frame software and a little time.

Sure enough a new video surfaced and was seen by 11 million+ with Trump’s gallery introductions of a black school child, a military wife being reunited with her stationed overseas husband, a surviving member of the Tuskegee Airmen … inter-spiced with images of Nancy … tearing up the speech.

Predictably Nancy’s political team went bat excrement, but the political damage was already done. The sequence was obviously altered, and the rightness and wrongness can be argued.

Here’s the main point: Why give political opposition manna from heaven?

Wouldn’t tucking the speech away and simply claiming victory in the form of moral superiority be a better course of action for Speaker Pelosi?

Do Nancy and Donald Hate Each Other?

“Are you (Pelosi’s deputy chief of staff) suggesting the president didn’t make those remarks or the speaker didn’t rip the speech?” — Andy Stone of Facebook

“What planet are you living on? This is deceptively altered. Take it down.” — Drew Hammill, speaker’s deputy chief of staff

The speaker’s office demanded that Facebook and Twitter pull the manipulated video. So far the two social media leaders have stuck to their internal policies and allowed the video to run its course.

Predictably Trump’s campaign is celebrating a made-for-television commercials windfall, which literally dropped in their collective laps. It easily beats Madam Speaker mocking the president in an earlier State of the Union address.

Before taking issue with Speaker Pelosi’s public relations counselors, Almost DailyBrett must ask whether she would even listen to prudent advice?

The same question can be posed for those who attempt to manage communications for Donald Trump.

With the advantage of political hindsight and looking back two weeks, Trump should have shaken the speaker’s hand, and Nancy should have simply put the state-of-union speech back into the presidential envelope.

Donald Trump won the evening because he delivered one of the best speeches of his career with CBS News reporting a 76 percent viewer approval of his prose.

What is the most important public relations of all? Personal public relations.

In a race to the bottom with Trump declining to shake hands and Pelosi ripping up the State-of-the Union address, Madam Speaker finished in first place.

https://www.cbsnews.com/news/nancy-pelosi-trump-video-state-of-the-union-turning-point-usa/

https://www.cnbc.com/2019/12/05/nancy-pelosi-lashes-out-at-reporter-who-asks-if-she-hates-trump.html

https://thehill.com/hilltv/what-americas-thinking/429148-president-trumps-approval-rating-rises-after-state-of-the-union

When I first heard about this “fatal flaw,” I thought the rule was unusually harsh.

The dictate of USC’s Annenberg School of Communication and Journalism way back in the mid-1970s was simply this: If you misspelled a name on any document or any length of any level of importance, the result was swift-and-final: a “Falcon” on the paper.

uscannenberg

As a result, one double-checked…sorry, one triple-checked every name on every page of every document and then asked a fellow student to do the same. Nothing, and I mean, absolutely nothing was left to chance. That was then. That may not be the case now…but it should be.

Two years later, the wisdom of this rule was validated by the look of horror on the face of the society editor of one of my first employer’s, the Glendale News Press in Southern California. She was having her ear burned off by the furious, foaming-at-the-mouth, mother-of-the-bride. Her precious, crying daughter’s name was misspelled in the cut line of the family wedding photo that ran in the home town paper. Hell knows no fury like a pissed off mother-of-the-bride. Guess receiving an “F” on an academic paper, even the final, is not so bad in comparison.

bridemother

Fast forward to the present day and as Almost DailyBrett readers know, I am a Graduate Teacher Fellow at the University of Oregon School of Journalism and Communication. As such I am working with students and in some cases, mentoring, helping them in their pursuit of their degree and hopefully a career-path job right after that.

Wonder who is going to hire the student that spelled the name of the leader of the free world in a headline: “Barrack Obama?” He wondered why he was receiving a “C” on his paper. I then showed him the headline. Please don’t suggest that I am getting soft in my mature age.

We certainly live in a digital world. And that means that communicators regardless of the discipline – advertising, public relations, broadcast, social media, print – need to be proficient in technology skills. These marketable skills include Apple’s Final Cut Pro for audio and video editing; Adobe Bridge and Photo Shop for photographic work; Microsoft PowerPoint and Prezi for presentations; Excel for spread sheets and many more now and in the future.

Having said that, there is still a need for old-fashioned analog skills including basic writing and editing. Spelling, grammar and following the good ole Associated Stylebook all still matter. They all speak to professionalism.

Are Journalism schools literally throwing out the baby with the bathwater by overly concentrating on the digital and giving short shrift to analog skills? Whatever happened to Newswriting 101? There is still a need for this course; in fact there is a compelling need. I see it every day editing papers, pointing out the same errors over-and-over again to a multitude of students.

The blank stares from far-too-many students when they are asked to recite the cherished five W’s and one H of Journalism tells the story. They need to use the “Inverted Pyramid” to tell the reader in a paragraph or two, the Who, What, When, Where, Why and How of the story. This skill is going to survive any change to Moore’s Law. This is the basic hard news lead that serves news hounds around the world and always will.

Journalism may be changing, particularly with the advent of Web 2.0 and conversational marketing. The insatiable demand for news is growing as literally millions in developing nations are moving into the middle class. They want news and information like all the rest. There is no doubt that bites, bytes, bells and whistles will play an increasingly prominent role in delivering the news reports of the future. They still need to be professionally written whether they appear on stone tablets or digitally in cyberspace.

And that means that spelling still matters, grammar still matters, editing still matters and style still matters. Let’s get back to the future…before it is too lait…err…late.

http://annenberg.usc.edu/

http://journalism.uoregon.edu/

http://www.apple.com/finalcutpro/top-features/

http://www.photoshop.com/tutorials/1985

http://prezi.com/

http://www.apstylebook.com/

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