Credits

Credits take a variety of forms across different media but always perform the same function: Attribution for both the people responsible for the content of a particular work and those responsible for the final form and distribution of the content.

When using the term credits, the public relations practioner is usually talking about the texts shown at the end (and increasingly, also at the beginning) of television programs and theatrical films. If examined properly, credits can provide an additional wealth of information beyond the obvious listings, such as what actor played which character and so forth.

All jobs (or positions) listed in credits fall into two broad categories: above-the-line and below-the-line. Above-the-line positions include producers, directors, writers, and actors, while below-the-line positions are technical and production positions: Camera operators, sound recorders, editors, and positions in other hands-on areas where creative input is very narrowly focused.

In general, a producer secures financial backing for a project, from either studios or outside investors. Outside investors range from companies and individuals who finance films for a living (and, therefore, expect a positive financial return on their investment) to individuals providing funds simply because they “believe in” the project.

Producers also serve as liaisons between investors and the other above-the-line production members and can also be responsible for budgeting, [Page 216]scheduling, and possibly the supervision of day-today production decisions.

In the case of documentaries and other potential “advocacy” productions, the credits usually include some sort of acknowledgments section. In the case of independent films (“small budget and no major studio backing for production”), there is usually a very large run of names that falls under the heading “Thanks.” The names usually included are individuals who donated time or services, low-dollar investors, and small contribution financial backers.

With the possible exception of radio dramas (which are almost extinct), credits for radio programs are always given at the end.

Irrespective of the format or media channel, it is important for content creators to list accurate credits. There is an ever-increasing reliance on the Internet and World Wide Web for the cataloging, storage, and retrieval of both old and new information.

The much more porous and granular nature of mass media has resulted in a greater importance placed on intellectual property and the protection (read: control) of its ownership. The proper use of credits makes it easier for proper attribution to be given when works are cited, permission for content use requested and for copyright holders to better defend against infringement.