Not everything that is an employee or executive belongs on camera in a corporate video, writes Carlo P. Olsson.
One is always amazed anew who puts his face into the camera in commissioned productions. Executives who look like they are about to throw up from nervousness. Employees where you can feel against the wind how “voluntary” their appearance in the company’s own image film is.
Such monstrosities are only topped when it is also necessary to speak in a video. Painstakingly memorized sentences, beaten around the audience’s ears, formulations that no sane person would utter in free speech in such an extravagant manner.
Sure, the boss is the boss. And he who pays, commands. Every client has the right to make a fool of himself with an appearance in a corporate video!
The only thing is: the argument of authenticity, which is often pulled out of thin air when it comes to such embarrassments, doesn’t help here. No one would think of calling a filthy toilet desirable just because it is authentic.
The miracle cure that guarantees a convincing appearance in front of the camera has long been invented. It’s called casting. Only the view through the camera reveals the difference between natural talent and beginner.
If you care about quality, as a video producer you have to have the courage to inform your clients openly and honestly that not every appearance in front of the camera is beneficial for the effect of a video. Evaluating this even with a manager with a camera test is not embarrassing. It’s professional.
If a brief camera test, which can even be done with a smartphone in well-considered cases, reveals uncertainties, the world does not come to an end. On the contrary.
Depending on the importance of the person concerned – if the casting reveals a lack of routine in dealing with cameras – you can invest more or less time in training. This may or may not be a classic media training. Whoever, as a manager in the office, is recorded by his assistant or in the private room by a family member once a day by means of a smartphone with a video statement, will soon lose his shyness in front of the camera.
Managers who are capable of self-reflection will recognize that video may be the wrong means of communication for them.
Most of the time, however, it is not the lack of aptitude to be a media star, but the lack of will to train that causes one’s own appearance in a corporate video to fail.
Practice makes perfect.
Practicing in front of the camera without coercion and pressure ensures that you don’t trip over your own good intentions and end up angry as hell about your awkward performance in the video. And makes a clown of himself in the process.
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