Effective video takes various skills, Brian Malone of Malone Media told me a couple months ago. He called video a technical process "but you also need a creative person... Recognize what other companies are doing online [with video]. It might be training, webinars, webcasts..."
On a Thursday a few weeks ago, Brian Malone, president of new SIPA member Malone Media, was telling me about an important shoot that he had the following Monday morning. (I love saying "shoot" with video people and "gig" with my music-performing friends.)