How to Turn Your CEO Into an Online Video Spokesperson

As video becomes a primary branding tool for more and more businesses, an inevitable question will eventually arise around the conference room table: Should we put the CEO on camera and turn him or her into a spokesperson for the company? And if we do, how do we make sure the video doesn't go viral for all the wrong reasons?

Prepping an executive to appear on camera requires planning and work, especially if he or she is reluctant to participate for reasons of time or stage fright. It takes a few sensible steps to make sure you'll be producing something that will serve your company well and make you -- and the CEO -- proud.

Find Your Motivation

There's no point to producing executive-level videos unless you have a good reason. "What is it that you're trying to achieve and communicate?" asks Glynis Gibson, President of Gibson Communications. "There are all kinds of potential benefits, but the company's PR head has to know what the overall objective is and communicate that to the CEO to make him understand why he'd want to do it."

The messaging must be about what's important to the audience, not to the CEO himself, and any executive-level face that appears on camera has to be credible and relatable to the audience if the video is to succeed in instilling confidence in customers. A video can help a CEO build confidence in the company, generate sales, and boost its credibility, which in turn might attract investors. It can also help the CEO become a thought leader in his industry.

Write It Down

Although pre-taped videos can be shot and reshot until they're perfect, that doesn't necessarily give the CEO license to talk off the cuff. Scripting and practicing the presentation are important.

"You want the script to be true to the executive," says Gibson. "It has to be language the spokesperson is comfortable with, but that the target audience is also able to relate to. Typical corporate speak should be avoided unless you're addressing investors." You must budget time for the CEO to approve and get comfortable with the script, and you must also budget time to practice -- out loud -- even if the CEO says he doesn't have time or doesn't feel comfortable practicing in front of others.

Look Good

"Sit up straight," urges media trainer Noeleen McGrath, founder and president of McGrath Comm. "Get the CEO a straight-backed chair without wheels, and ask him to lean forward a bit. That body language conveys interest and engagement." Few non-professionals are comfortable looking straight into a camera, so one trick McGrath uses is to position a colleague off to the side of the camera and have the CEO speak to him or her to get a more natural feel.

What should the CEO wear? "Dress one level above your target audience," says Gibson. The idea is to appear authoritative without going so far as to alienate your audience. Older CEOs should resist the urge to dress down in an attempt to appear "cool." The results can sometimes be embarrassing.

The setting should be neutral, with a simple and non-distracting background and no ambient noise. "Lighting is the most important factor," says McGrath. "I suggest that any company producing videos in-house should invest in a freestanding Lowel Rifa light at a cost of $400 to $500. Put it five to ten feet from the subject, and it will cast a flattering light and eliminate the kinds of shadows that can make a person look terrible." Another trick: never shoot up at the subject. Doing so adds the appearance of a lot of weight. Always shoot head on.

Keep it Short

"No matter how interesting your think your message is, keep it short," says Gibson, echoing the generally held sentiment that in the YouTube era, our attention spans have been significantly shortened. "It's easier to communicate in shorter rather than longer chunks," adds McGrath. "Know what you want to say, get in, and get out."

Another trick is to consider formats other than the default talking head approach. By working with an outline rather than a script, an off-camera partner can throw questions at the CEO who can then answer them briefly to create an engaging Q&A video. And if everyone on the team gets increasingly comfortable, they can get increasingly experimental, trying out formats, locations, effects, and techniques that might make the video even more engaging or perhaps even go a little viral.

Call on the Pros

Is professional media training worth the investment? Both Gibson and McGrath advocate it not only for the training itself but also for the opportunity it offers to avoid tension in the office. A corporate underling might be reluctant to provide honest feedback to a CEO who is bombing on camera, but a disinterested third party will have no trouble coaching and critiquing the big boss.

Companies who have in-house PR pros or use an outside PR agency may be able to get basic coaching at little or no charge, but McGrath warns that you get what you pay for. A professional media trainer will meet and converse with the CEO to get a sense of his or her communication style and work to tailor scripts and settings to show the CEO in his or her best light. The pro can also help executives look at the experience as an opportunity rather than an ordeal and get that positive attitude to show up on camera. Rates vary, but expect to pay $2,000 to $3,000 for up to three hours of training and $7,500 to $10,000 for a full day. Many trainers will coach several people for a single fee.

Remember: don't bother making CEO videos simply because you can. Make them because you see them as an additional and compelling component of your overall marketing plan, one that will attract, engage, and impress your customers.

Don Willmott's article first appeared on OnlineVideo.net