Most executive communications are paved with the best intentions. The problem is that the content is so often filled with corporate blah blah, that viewers simply tune out. A formal videotaped address can be intimidating for even the most confident executive, so why put everyone (including the audience) through the pain in the first place?
I discovered a long time ago that if you want to get the best performance from your executive you need to ignite their passion. And, if you want to get the highest level of engagement from your audience, that passion has to shine through.
Next time you're considering an executive communique via video - consider a fresh new approach:
Make it personal and authentic.
Record a candid, informal and unrehearsed conversation with the executive who is most passionate about the topic. Make sure he or she uses plenty of "I" and "we" statements free of corporate speak. Let body language speak volumes about their passion and commitment to the issue.
Make it real and relevant.
Make sure that the executive places everything into real-life context. Ensure there is a connection between high-level business strategy and the everyday activities of your customers and front-line employees. Resist the temptation to communicate earnings data, economic indicators, and statistics - these can be made readily available using other communication methods.
Make a brand and culture connection.
If possible, map the topic back to the values and principles of your corporate brand. Address the "what's in it for me" questions that will inevitably arise from your viewing audience and show that company executives are real people too.
Weave it all together using the power of story.
The best way to communicate a concept is to interject tangible examples of it occurring inside your organization. Consider stories that not only recognizes internal teams, but maps precisely to your business objectives. Finding those stories are easier than you think and your employee engagement will rise sharply as a result.
My experience is that a well planned informal "fireside chat" with a high-level executive takes no more time than the teleprompted speech to the masses. You'll need to invest some quality time in weaving the conversation together in the edit suite to ensure the communication meets your objectives.
The result will be an engaging 2 or 3 minute video that captures the passion of your leadership team, the successes of your employees, and the spirit of your organization. And of course you'll be able to use the video for a lot more than the teleprompter version.
