Simple rules to capture the best sound possible for the gear one is carrying:

1.  Get the microphone as close as safely possible to the sound being recorded, but remember to keep a safe distance from grizzly bears, lions, etc.

2.  Point the microphone at the subject.

3.  Have the subject face the microphone.  (Remember safety, see Rule #1 again.)

4.  Avoid noisy backgrounds and keep unwanted noises as far away as possible.  (Remember safety, see Rule #1 again.)

5.  Remember that many cellphones, point-and-shoot cameras, DLSRs, and video cameras have microphone jacks to plug in better microphones than the one(s) built into the camera.  There are wired and wireless microphones that may allow you to better accomplish rules 1 through 4.