Residents increasingly get public information from video: a council update on social media, a snow-emergency reminder, a recruiting video for the police or fire department, or a livestreamed public meeting. For cities, counties, and state and federal agencies in Michigan, video is now a core part of serving the public, not an extra.
This guide covers the most common ways public-sector teams use video, what to plan for (especially accessibility), and how agencies typically find and hire a production partner. It's written for communications staff, department heads, and purchasing teams.
This is general guidance, not legal or procurement advice. Your agency's attorney, accessibility coordinator, and purchasing office make the final call.
How public agencies use video
Public service announcements and public information
PSAs are the classic government video: short, clear messages about public health, safety, services, or deadlines. Good PSAs share a few traits:
- One action per video. "Sign up for alerts." "Get your ballot in." "Here's where to find the cooling center."
- Short versions for social, often 15 to 30 seconds, plus a longer web version if needed.
- Captions and plain language, so the message works with the sound off and for every reading level.
- Language versions for the communities you serve.
During the COVID-19 pandemic, for example, Visual Lion produced public service and COVID-19 messaging video for the City of Dearborn, where reaching residents in both English and Arabic mattered.
Public meetings and events
Many cities and counties livestream or record council, commission, and board meetings, and hold town halls, ribbon cuttings, and community forums. Production needs range from a simple fixed-camera setup to multi-camera coverage with graphics, lower thirds, and same-day highlight clips. Plan ahead for:
- Audio. Clear audio from every microphone matters more than picture quality.
- Captions for the live stream and the archived recording.
- Short recaps that turn a two-hour meeting into a two-minute update residents will actually watch.
Recruitment
Police, fire, public works, transit, and many other departments compete for workers. A recruiting video shows candidates what the job looks like and who they'd work with. The best ones feature real employees in their own words, show the actual work environment, and end with a clear next step, such as a link to the job board.
Training and internal communication
Agencies use video for onboarding, safety procedures, new systems, and leadership messages. Training video can be reused for years and watched on demand, which saves staff time. For the Department of Defense Office of Small Business Programs (OSBP), Visual Lion produced Project Spectrum training videos and covered events including Small Business Technology Week, the Mentor-Protégé Program, and APEX Accelerators. Read the DoD OSBP case study.
Documentaries and storytelling
Long-form stories about a department, a project, or a community can build trust in ways a press release can't. Visual Lion has produced video work for Wayne County, and our founder filmed short documentary work for National Geographic as a Disney vendor.
Plan for accessibility from day one
Accessibility isn't a final step. It affects how you script, shoot, and edit.
The federal rule for state and local governments. In 2024, the U.S. Department of Justice adopted a rule under Title II of the Americans with Disabilities Act that requires state and local governments' web content and mobile apps to meet WCAG 2.1 Level AA, with some exceptions. That standard includes captions for prerecorded and live video, and audio description for prerecorded video. In April 2026, DOJ extended the compliance dates: April 26, 2027 for public entities with a population of 50,000 or more, and April 26, 2028 for smaller entities and special district governments. Check the current details on ADA.gov. Federal agencies follow Section 508.
In practice, ask your production partner for:
- Closed caption files (such as SRT or WebVTT) reviewed by a person, not just auto-generated
- Burned-in caption versions for social media
- Transcripts for web pages
- Audio description, or a script that describes key visuals in the narration so less extra description is needed
- Readable graphics, with good contrast and text on screen long enough to read
- Captions in each language version, not just English
Building these in from the start costs much less than fixing a finished video.
Reach every resident: multilingual video
Michigan communities speak many languages. In Dearborn and parts of Metro Detroit, Arabic is essential for reaching many residents. Plan language versions at the script stage, and have native speakers adapt the message rather than translate it word for word. Visual Lion produces video in English and Arabic, with other languages on request. Our guide to Arabic and bilingual video covers the details.
How agencies find and hire a video vendor
Procurement rules differ at every level of government, but most agencies follow a similar path.
1. Write a short brief. List the purpose, audience, deliverables, languages, accessibility needs, and deadline. A clear brief gets you comparable quotes.
2. Check registrations. Federal buyers typically confirm that a vendor is registered in SAM.gov and check its Unique Entity ID (UEI), CAGE code, and NAICS codes. Many state and local buyers look at SAM.gov registration as a sign that a vendor is ready for public-sector work, even when it isn't required. Visual Lion LLC is SAM.gov registered (UEI KED1YMCAQSN7, CAGE 0QRV2).
3. Ask for a capability statement. A capability statement is a one- or two-page summary of a vendor's services, past performance, NAICS codes, and registration details. It lets you check fit quickly and keep the vendor on file for future needs. You can download Visual Lion's capability statement (PDF).
4. Follow your purchasing rules. Your dollar amount decides whether you need quotes, a formal bid, or can use an existing contract. Cities, counties, and the State of Michigan each set their own procurement rules, so start with your purchasing office. For federal thresholds, NAICS codes, and statement-of-work tips, see our government agency's guide to contracting video production.
5. Check past performance. Ask for samples similar to your project, and ask whether the vendor has worked through a government review and approval process before.
Questions to settle before production
- Who approves the script and each cut, and how long does each review take?
- Are there filming restrictions, security procedures, or badging requirements?
- Will aerial footage be used, and is it allowed at your site?
- Who collects talent releases from employees and residents?
- Who owns the finished video and the raw footage?
- Where will files be stored and delivered?
Frequently asked questions
What types of video do government agencies use most? Common types include public service announcements, public meeting coverage and recaps, recruiting videos, training and onboarding videos, event coverage, and documentary-style stories about programs and communities.
Do government videos need captions? In most cases, yes. The ADA Title II rule for state and local governments adopts WCAG 2.1 Level AA, which includes captions for prerecorded and live video, and federal agencies follow Section 508. Check with your accessibility coordinator for the requirements that apply to you.
When do Michigan cities and counties have to meet the ADA web accessibility rule? Under the Department of Justice's April 2026 extension, public entities with a population of 50,000 or more must comply by April 26, 2027, and smaller entities and special district governments by April 26, 2028. Confirm the current dates on ADA.gov.
Is Visual Lion registered in SAM.gov? Yes. Visual Lion LLC is SAM.gov registered, with UEI KED1YMCAQSN7 and CAGE code 0QRV2. Our capability statement is available as a PDF on our website.
What government clients has Visual Lion worked with? Our public-sector work includes training videos and event coverage for the Department of Defense Office of Small Business Programs, public service and COVID-19 video for the City of Dearborn, and video work for Wayne County.
Work with Visual Lion
Visual Lion is a Detroit video production company, founded in 2009, serving city, county, state, and federal agencies across Metro Detroit, Dearborn, and all of Michigan. We produce PSAs, meeting and event coverage, recruiting and training videos, and documentary storytelling, with captions and English and Arabic versions built in.
See our government video production services, or call (313) 442-3633 or email moe@visuallion.us to talk through your next project.