PR Pros: Are You Ready For Your Close-Up?
Some people are natural storytellers. Whatever the content, the medium or the crowd, they have the ability to engage an audience through eye contact, voice, non-verbal cues, and that special spark that drives the story home.
But many of us fear public speaking, or at least experience a healthy dose of anxiety when the spotlight is on us.
And with the accessibility and growing application of online video, the world is now truly a stage, and you are expected to perform – or in a consultant’s case – advise those who are thrust into a higher profile.
Technology is transforming the way we conduct business, and the platforms in which brands are projected to the world (video conferencing, webinars, teleseminars, podcasts, iPads, video blog posts).
PR and marketing professionals of all channels, backgrounds and specialties, are responsible for the telling the full story through writing, audio and video.
The time is now for emerging pros to get comfortable in front of, and behind, the camera.
Who's Not On Camera These Days?
Below is just a sample of applications that call for on-camera preparedness:
- Video conferencing and presentations
- Telecommuting and mobile video chat
- Online videos
- Branded media for clients
- Media interviews
Think beyond web video. Things like Skype and other video enterprise solutions are taking hold as essential business tools. And while they may give way to a more relaxed atmosphere, and are more apologetic in nature, the truth is that even the smallest engagements offer a chance to project a desired perception to clients, prospects, coworkers, managers, media and other key audiences.
Clearly, there is ample opportunity for your or your client’s brand to be broadcast. The question is: how do you want to be perceived?
But We're Professional Communicators...
When it comes to PR and marketing professionals, it’s safe to assume that many don’t feel they need training when it comes to on-camera or video presentation work. By nature of the job, and through the confidence and knowledge of the subject matter, it’s no sweat when a flip cam or a TV news camera is staring them back in the face.
But what about young professionals just starting their careers, or those of us without a natural knack for improv? Or, what if you are preparing your client or corporate executive for similar on-screen scenarios?
Regular on-camera practice, as formal or informal as you make it, can help reduce performance anxiety in general, and actually make you appear more natural and authentic. You can review the subconscious things, like “the ums” or “the ahs,” the pace of your speech and your facial expressions.
While channels such as blogs and social media are built on foundations of authenticity, and put real people in the spotlight, video training will make you focused on the task at hand, and truly deliver messages with confidence.
It's more than having the ability to perform on camera. As professional communicators, sales professionals, managers, etc., we have to always be "on." I believe people who can translate these communications skills into other areas of business will set themselves apart in interviews, sales presentations, and also serve as good role models for their clients.
Tips to Get Started
Recognized communications leader, author and on-camera personality, Connie Dieken, trains professionals, from the C-level to emerging pros, on delivering quality presentations across all media.
In one of my favorite posts on her OnPoint Communications blog, Connie describes the ways that people undercut their messages through non-verbal activities.
The post offers helpful ways to recognize negative perceptions, but two that really stand out to me are “looking like you don’t care” or “plastering on a smile.” These polar opposites in the non-verbal world can both lead to leaving the wrong impression for your audiences.
First and foremost: tape yourself and play it back. Do you agree with the image you present? Show others you trust for true, constructive criticism.
Here are some other things to watch for:
- Engagement through eye contact
- Managing non-verbals: facial expressions, body language and positions
- Managing nerves, stress and bad habits (shaking, “the ums” and “the ahs,” etc.).
- Speech delivery: volume, tone, projection, pitch, pace
- Avoiding distractions, or appearing bored or distracted
- Communicating with authenticity
Be Prepared
From on-camera presentations, to understanding the technology behind the medium, PR and marketing pros need to prepare for what’s to come in video.
Conducting yourself on video meetings, prepping your CEO or client for their video message, or responding in a crisis situation – it’s all part of building your brand, leaving an impression and telling your story.
How are you preparing for video in your organization, or on behalf of your clients? How do you feel video will impact your workplace and career?
Links
Connie Dieken's OnPoint Communications Blog
Open Forum, William Wei, Business Insider: 5 Tips for Being The Face of Your Company
Featured in PR Daily on Sept. 30, The Wall Street Journal: Working from home? Video-conferencing may get a whole lot easier
Christina is an assistant vice president and consultant for PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow her on Twitter: @ChristinaCS
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