Someone called, inquiring about putting together a video about one of his agency’s key efforts. I inferred from the conversation some people questioned a program and the person calling me hopes a couple of compelling videos would help highlight the program’s positive results.
The caller’s vision for the videos is refreshing. He wants to interview the very people benefitting from the agency’s program. He told me he could relay information himself on camera, but it wouldn’t mean as much coming from him.
Why is this refreshing? Because as much as people discuss the importance of story telling and personalizing video, we don’t see corporations shifting strategies as much as we hope. Too often, businesses revert to the old way of doing things. And that’s sticking the CEO or some other executive in front of the camera. Your CEO’s speeches might be so delightful they give you chills, but often (not always) your target audience doesn’t connect via video with the man or woman making six and seven figures. Yes, sometimes the top dog should deliver the message, but too many organizations still can’t picture making a lower-level employee the face of their new video.
As a TV reporter, my best stories often came together after I ignored a public relations pro who really wanted the boss on air. I insisted on interviewing someone in the trenches.
Keep an open mind because effectively using video to tell stories and share real life experiences might help more people open their wallets.