Back in 2015, I stepped out of my 'behind-the-scenes' role and became the subject of my own company video. Now, for PR people, we prefer to talk about OTHERS successes and key messages - Cobbler's shoes and all that. However...
The process was fun, exciting and more importantly - stressed the importance of working WITH your videographer to showcase your own personal Brand.
We abhor buzz words, so this had to be authentic. I refused to bog down my video content with marketing and PR lingo such as "impressions" "ROI" "passion" "value" etc etc. If I was going to let people know what I do, then they should understand why I do it - in my own words.
Like many things, the 80-20 rule can also apply to creating a good video:
*80% Key Messages
**20% Personality
80% - is the message. It's important to have your key messages nailed down when going in. This allows you to keep focused, save precious time and energy for the video team, and controlling the message. What it also does is allow the Director/Videographer to have clear direction, vision and an easier time editing around the 'content' of your video.
20% - this second bit is your personality - and I will attribute some of this one to the video/editing team . It's important to highlight how you work, as much as what you do. Think about describing the environment you prefer, the vibe people can expect when working with you, and use your own AUTHENTIC voice or language (see: YOUisms) . Adding a little bit of fun never hurts either. Don't worry about what you do, paint a picture of the experience that people are getting when hiring the 'whole package'.
Basically, pick the MOST important messages - then GET WORDS OUT OF THE WAY.
Last take away I received from being in front of the camera for a change - and even after hundreds of hours of media training other people - was that I also had to exercise 'letting go' a bit and allow the most authentic message for the video to float to the surface.
You may have all your messages memorized or in your pocket, but to be able to eloquently communicate them without peeking or dictating from rote, was more difficult. Luckily, I've been at my job long enough to access my thoughts, passion and original content a bit more readily, but others would be best prepared by walking through some of their own messages a few times first.
You're on in 5...4...3...2...
Photo by Seth Doyle on Unsplash