There are some special tricks to know.
Your CEO is often the de facto spokesperson and figurehead of your organization. Whether or not they have the skill or desire for the role, they’re likely to find themselves being tapped for media interviews, speeches and other public appearances.
It’s up to us to get them ready.
During PR Daily’s 2022 Brand Storytelling Conference, Cheril Clarke, founder of Phenomenal Writing, and Ashley Brown, clinical communications senior strategist for Atrium Health, joined forces for a panel discussion on “Transforming Leaders Into Storytellers.”
Clarke started by challenging the idea that your CEO is always the best person to take up that torch.
“The best person to tell your story is whoever is the most knowledgeable, whoever is the most enthusiastic, whoever can bring the most authenticity to telling the story,” she explained. “A lot of times we default to the CEO, and that may be the best person, but sometimes it may not be.”
Brown agreed. In her healthcare-focused role, her team often find that the best person to share knowledge is from their physicians or care teams, based on their subject-matter expertise and the target audience. “Look at who is best for the media outlet and who has the appropriate knowledge and train them. It’s about the audience, really,” she advised.
Getting camera ready
The pandemic opened the door to remote video interviews in a big way — and it’s something we’re not seeing fade even as the world normalizes.
While video interviews are nothing new, it is different to conduct the interview from your own home or office in a tiny Zoom window, versus being in a studio with the reporter.
That brings some familiar challenges — don’t wear loud prints or distracting jewelry — but also some specific training challenges. For instance, Brown pointed out that gesturing is a natural human action. But in the confines of a Zoom window, it can come across as awkward. Work with your leaders on gesturing in a way that shows authenticity but doesn’t distract from the message.
Lighting and backgrounds are also deep considerations. Many news stations don’t like visual backgrounds, so find an area of your home or office with good lighting and a non-distracting backdrop. Consider investing in a ring light or cheap clip-on light so your leader isn’t literally overshadowed.
If you find that your leader can be a bit low energy, consider advising them to stand if they’re giving a solo presentation or talk. While that can be awkward in an interview or panel situation, it can also give them a boost of confidence.
“I feel like it gives me more energy, which I can then give to the viewers,” Clarke said. “It’s a very subtle move.”
And of course, whether you’re sitting or standing, make sure you position the camera at eye level. No one wants the dreaded up-nostril shot.
How will this serve your audience?
Above all, consider how your content will be received by your audience — both the medium and the messaging. Both experts cautioned that your content should be for the people watching, not for your own organization.
“Give your audience what they want and what they need. Make sure the content is really focused on them,” Clarke said.
Also take the time to consider how this footage will be used. Is this just a media interview or just a virtual speaking opportunity? Or will you be using the video on TikTok or Instagram? Then you need to get some vertical footage to suit these platforms and make sure it’s playing the best it can.
As you train your leaders, let your audience guide the way. You can’t go wrong.
Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.
The post How to turn your leaders into storytellers on Zoom and video appeared first on PR Daily.
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