Choice of PC projector can maximize benefit

Imagine the reaction from your prospective client: The 21st century has arrived, and your new business proposal is prepared on a standard typewriter. It's likely your prospect will question whether you're properly leveraging today's technology; he might even question your legitimacy.

The same reaction frequently occurs when business presentations rely exclusively on flip charts, overheads and other static media. Colorful, electronic presentations from a computer projector (often referred to as PC projector, PC viewer, or a myriad of other names), are an essential, if not expected, component of business communication in the 21st century.

Like other investments in technology, finding the right PC projector in terms of price, performance, and long-term viability can be overwhelming. Consider the following issues to maximize the benefit from a PC projector and minimize the risk of making a costly error.

Questions you should ask before buying

Address the following four questions in advance of buying a PC projector in order to:

obtain the right projector for your needs;

not spend more than necessary for features you don't need; and, even worse,

not spend too little, only to find that in a matter of months you're in the market again.

What's my budget?

Before determining an acceptable price for your projector, you first need to know your budget then stick to it. It helps to be realistic. You'll find plenty of SVGA (800x600 resolution) projectors under $3,000, and XGA (1024x768 resolution) projectors beginning at about $4,000.

The latest ultra-compact, lightweight projectors cost more than larger ones; however, as is the case with most technology, if you are willing to wait, they, too, will drop in price.

How will it be used and by whom?

Consider how many people will be using the projector and the ways they'll be using it. That way, you'll acquire one that is really used not left in a corner collecting dust. If you'll travel by plane with the projector, size and weight should take precedence over other features.

Will the projector be checked in and out by many users, or will it become the personal tool of one individual? Plug-and-play simplicity will be especially critical if your users don't spend much time with the projector.

How willing are your presenters to try, let alone embrace, new technology? I've worked with too many clients who purchased (at great cost) technically superior equipment but forgot to evaluate its real-world user-friendliness. The result: An expensive, technically capable product is shunned by those for whom it was intended.

Many presenters, particularly from nontechnical areas, don't want to and aren't paid to become experts in audio-visual equipment.

How bright does the image need to be?

Everyone wants to have the brightest image possible that's natural. But there is a point of overkill, particularly given how cost increases with brightness. A projector's perceptible brightness depends largely on the size of the image it is projecting. A projector used on a 60-inch-diagonal screen will produce a much brighter image than when used on a 120-inch-diagonal screen.

Generally, a projector needs a minimum of 500 ANSI lumens to be effective in typical presentation environments with different ambient light levels. But remember, manufacturers are quick to fib about brightness, just as people do about their weight and income.

Because there is no formal, enforced industry standard with respect to brightness, there can be major differences between a manufacturer's claim and the actual brightness of a particular projector. Your best bet: Buy a projector from a reputable, trustworthy salesperson who will be honest with you about these discrepancies.

What does it weigh; what else can it do?

If you're going to take your projector with you, whether in the car or on the plane, then size and weight will be important. Don't just find out how much the projector weighs; ask about the total carrying weight of the unit, including the case and accessories. You'll be surprised how carrying weight varies based on the required cables and accessories.

Virtually all of today's projectors connect to VCRs (and other video sources), allowing you to show a video on a large screen instead of on a small television. Most also have built-in audio speakers. Find out how many computer and video inputs, outputs and onboard speakers the projector has.

Consider other capabilities, such as a zoom lens, a remote control with mouse and the method of elevating the projector.

Don't lose sight of the forest for the trees.

Don't lose sight of your overall objective: increasing the tangible business results of presentations, training, meetings and other group communications so critical to success. Properly used, a PC projector enables you to more effectively convey your message, keep your audience's attention and establish your image.

(Jerry Bernard is a principal of Kansas City Audio-Visual.)