Preparing Your Team for On-Camera Success

by | Aug 14, 2024 | Blog

Why “fixing it in post” is never the right answer.

During a recent trade event, a seasoned video production professional asked me how to get people not only camera-ready, but capable of delivering the intended pitch quickly. The story they shared as the basis of their inquiry was all too familiar. They had been hired to capture product videos that would be presented by a C-suite executive who was adamant they knew what needed to be said and how to captivate the audience because they’d presented similar content to people for years. “Just tell me where to be and I’ll be ready, don’t you worry.”The problem was, as soon as their spokesperson saw the red light and heard the word “rolling!” they stared blankly at the camera and then fumbled their lines as they tried to gain composure. After many repeated tries, they still weren’t able to deliver the intended message succinctly and every attempt they made took eight or nine minutes, included awkward pauses, and, worse, noted technical inaccuracies. “You can edit that in post!” is never the right answer. Being prepared is.

Shooting a company video
Getty Images

Setting the Stage: The Importance of Preparation

Much like a fine cup of coffee, delivering the right message on camera requires confidence, preparation, and a touch of flair. Simply put, a spokesperson should never step in front of a camera without thorough preparation, no matter how experienced they are. Preparation is the cornerstone of a successful on-camera appearance that delivers value for the company or brand.

Here are some guidelines for anyone going on camera that will ensure a more effective, engaging, and actionable video content capture.

  • Know the Objective: Understanding the message is only part of the equation. What are the key points that need to be conveyed for each particular video being captured? Identify and prioritize the objectives and be sure the spokesperson stays on point when the camera rolls.
  • Know the Audience: Understanding who the audience is and what their needs are is crucial. Tailor the message to resonate with each target audience. Is the content intended to address prospects, loyal customers, potential investors, or the general public? Each group requires a different approach. Prospects and customers may want to know how a new product or technology evolution is differentiated, while investors might be interested in the market potential or financial impact. Capture separate, short videos for each target audience.
  • Know the Timing: How long should the video be? That depends on the intended use and where the videos will be published. This is a critical part of the pre-production process, and the spokesperson must be ready to do several captures of the same topic to meet the time length limits of each digital platform. “You can just trim the content down in post” is never an effective (or economical) solution. Don’t go there, trust me.

Crafting the Message: Clarity and Conciseness

Clarity and conciseness are akin to the perfect coffee roast — balanced and robust. When spokespeople talk about complex technologies or initiatives, the message must be clear and they should use simple, straightforward language. Whether it’s an innovative product, a groundbreaking technology, a team achievement, or a new company initiative, clarity is paramount.

  • Focus on Key Message Points: Break down the information into digestible pieces. Identify three to five key points you want to convey. This helps in maintaining focus and ensures the audience retains the core message. Just as you wouldn’t overflow a coffee cup, avoid overloading your audience with too much information at once.
  • Hold the Jargon: Limit the use of jargon. Remember, not everyone speaks the same technical language, and acronym soup can be hard to digest. Analogies and relatable examples can bridge the gap between complex concepts and audience understanding.
  • Practice Makes Perfect: Rehearsing the message and timing the delivery is a pre-production process that cannot be overstated. Practice builds confidence and helps refine the delivery. I also recommend people schedule and record several practice sessions, then review them with others and tweak the performance based on feedback. Just like adjusting the coffee grind to achieve the perfect brew, minor tweaks in tone, pace, phrasing, and body language can significantly enhance the final presentation.

The Art of Delivery: Engaging and Authentic

Engagement and authenticity are the cream and sugar of on-camera presentations. A spokesperson’s delivery should be informative, inspiring, and genuine. Again, practicing the material will ensure the presentation resonates with the audience.

  • Body Language: Non-verbal cues play a significant role in communication. Maintain good posture, use natural hand gestures, and make eye contact with the camera to establish a connection with the audience. A relaxed, confident demeanor will make the message more persuasive and relatable. We often tell spokespeople to look into the lens of the camera because that is where the people are — which helps humanize the effort.
  • Vocal Variety: A monotonous tone can make even the most exciting news sound dull. Vary your pitch, pace, and volume to emphasize key points and keep the audience engaged. Think of it as adding a dash of cinnamon or chocolate to your coffee — it keeps things interesting.
  • Props or Visual Aids: Consider what’s in the background and what the spokesperson is speaking about. Perhaps the audience would benefit from seeing important internal components or might be interested to see the back or side view of the product being discussed. Giving the spokesperson something to hold onto and talk about can provide a more confident delivery and is more intriguing for the viewer.
  • Anticipate Questions: When preparing spokespeople for on-camera presentations, we suggest proactively incorporating into the script answers to potential questions that might arise. Think from the audience’s perspective, anticipate their concerns or queries, and speak to those topics with just enough detail to inspire follow-up engagement.

Remember, much like the perfect cup of coffee, balance, attention to detail, and a touch of passion make all the difference. Preparing spokespeople to talk on camera is an intricate process that requires preparation, clear messaging, engaging delivery, and confidence in the topic. By focusing on these elements, people can present their company’s products, people, technologies, and initiatives with confidence and authenticity.

Need help getting spokespeople prepared or your team on the right track for a more effective production? I am here to help. Drop me a line and let’s get the conversation started: [email protected].

Original Article can be found here: https://www.residentialsystems.com/features/secrets-of-success/preparing-your-team-for-on-camera-success

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A 25+ veteran of the residential tech & AV integration industries, Katye McGregor Bennett is the CEO of KMB Communications, a boutique communications firm that anchors the intersection of technology + design by connecting brands, buyers, and prospective audiences through creating compelling content and conversation that elevates and amplifies. In addition to co-hosting Design Uncut with Veronika Miller, Katye hosts two popular podcasts, Connecting Tech+ Design and AV Trade Talk. She is part of the DesignHounds influencer group and also serves on the NAHB Custom Technology Work Group, is a strategic advisor in the CEDIA, HTA, and AVIXA communities, a frequent contributor to Residential Systems, Connected Design and founder of the AV Yoga group.