Videos help media relations professionals build spokespeople’s profiles as relevant sources in their fields.
A good interview can make the difference between a small brand mention at the end of a short item and a cover story with a photo. That is why media relations professionals work so hard to secure interviews.
The daily task begins with finding the right angle for the right outlet, developing a story pitch and selecting journalists who may be interested.
Once interest is established, the next step is convincing the journalist that your spokesperson has everything needed to enrich the story.
What do journalists do at this stage? At a minimum, they check the spokesperson’s LinkedIn profile. Then they search YouTube and other social networks and watch videos of interviews, podcasts and presentations.
The lesson is clear: how spokespeople appear in videos, wherever those videos are published, affects their image and their chances of being recognized as relevant sources.
Investing in specific training for video appearances therefore becomes part of the media relations toolkit.
The spokesperson’s perspective on video
A Smart partner for around 20 years, Joice Niskier is an actress, theater director and communications consultant specializing in helping people perform across different forms of public exposure.
Her in-depth work goes beyond breathing and posture techniques to understand each individual’s essence, fears and insecurities, and what can bring ease and spontaneity to a recording.
In an interview with Smart’s blog, she cautions that spokespeople must understand they are neither actors nor journalists and may not be familiar with the camera.
Obvious as it may sound, the distinction matters. “We need to be careful not to create too much pressure and expectation. Nobody wants to become a news anchor,” Joice notes.
Taking care from the beginning can improve the recording. “Putting things in perspective makes everything more pleasant for the person being filmed. It creates the conditions for them to feel comfortable,” she adds. Quotations translated from Portuguese.
Six tips for coaching spokespeople for video
Preparing a spokesperson for video becomes easier when the coach follows some important principles. Joice Niskier explains that understanding these points can help the professional feel calmer and more confident in front of the camera.
1. Develop a script
Even someone who knows the subject well takes a risk by speaking off the cuff without a script, potentially creating excessive editing work. The script should be detailed and rehearsed so the professional makes the content their own.
2. Choose a safe, calm environment
The quality of the result is closely linked to an environment that helps the spokesperson feel at ease.
3. Respect each spokesperson’s individuality
People feel comfortable on video in different ways: sitting or standing, with or without a teleprompter, or with key points on a large sheet beside the camera.
4. Show the spokesperson the framing
The interviewee needs to know how they appear, what is behind them and how their hair, clothing and smile look. The more information you provide, the more confidence they will have. Joice explains that people should feel in control of the scene and situation so they can give their best.
5. Correct gently
If the spokesperson makes a minor mistake, the coach should respond sensitively and lightly rather than unnecessarily increasing the pressure.
6. Rehearse and leave room for pleasant surprises
Recording rehearsals is a useful practice. Sometimes beginner’s luck means one of the earliest rehearsals already produces an excellent recording.
Producing videos and posting them on social media has never been easier. In practice, all you need is a phone and the record button. But building a spokesperson’s image requires a long-term strategy that includes training.
Meet Smart
Smart is a strategic communications agency that delivers brand authority: the power to shape and transform opinions.
Our Corporate & Brand Communications business unit focuses on PR. We create consistent, bold strategies to generate exposure and endorsement in the right media and social networks through relationships with journalists and influencers.
Our senior team actively participates in every project and strategy. We demonstrate performance clearly, accurately and through data.
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