If a business sets their sights on putting the CEO or General Manager in front of a video camera it must prepare for the worst. Just because it seemed like a good idea at the time doesn’t mean that it will all turn out OK on the day. There’s a very real possibility the resultant video will be either too badly executed or too irrelevant (or both) to provide any benefit to the business. It might even make the business look like untrustworthy amateurs.
There’s little worse than watching a stressed executive sweating it out in front of camera, trying desperately to look comfortable in an environment that’s really only the natural habitat of the Sir Anthony Hopkins, or Oprah Winfrey’s of the world. Most people find fronting a video camera a terribly intimidating experience so be careful about who you push out there under the glare of lights and camera.
Not only does your ‘spokesperson’ have to look good, act trustworthy, appear knowledgeable, and seem friendly…but, they also have to sound good too. I mean, their voice has to embody all those desirable values just as much as their eyes do.
It’s quite funny how people often don’t sound anything like you imagine them to when looking at a their photo. Or conversely, have you ever met a radio station DJ – you know the one you listen to everyday in your car when you’re stuck in traffic? That very groovy big, warm voice is often as not likely to be coming from some wizened old man who wouldn’t look out of place in Masters Mahjong tournament. The reality is seldom what you’d imagine it to be.
Same thing with your business video – carefully consider who’s going to front it and how well they’re going to come across. Grab your home video camera and audition the prospective candidates. Review the results and be brutally honest about who can successfully pull the job off. Just because he’s the owner, doesn’t mean he’s the right man for the job of fronting his business on video.
A professional presenter might be just what you need. We’ll look at that issue next blog.
Thanks for reading.
Blu Steven.
