• by Laura Bedrossian , Joe Pollicino , July 16, 2020

Video is an enticing option for distributing your company’s messaging. If you’re considering a video featuring your CEO or another leader to address a pressing reputation issue or crisis -- whether it’s COVID-19-related or another topic -- there are a number of important factors to keep in mind.

But with companies turning to their in-house, or even outside teams, how can one do this efficiently and effectively while still maintaining that critical social distancing?

Here are a few key points to consider you go with this choice from your creative tool box, going beyond written statements and press releases:

Set the strategy. Who is the audience? What’s the message you’re trying to get across? Is your message even best delivered by a video, or should it be in another format?

Get buy-in. Once your strategy is set, work with the CEO and/or other stakeholders to talk about why this video is needed and the direction you recommend. This is especially important to have when the topic is sensitive, because that undoubtedly means you need more approvals. Having all of the right people engaged from the beginning will make sign off on scripts/messaging and the actual video even more successful. 

A good video takes effort. While all you need is the likes of an iPhone to take a high-quality video these days, that’s only one piece of the puzzle. And, in the new normal, you have likely seen people get creative by utilizing Zoom and other video chat services to be able to shoot videos while practicing safe social distancing.

Don’t forget to go with the flow. Just as important as the content itself is the flow of that content. Ensure that:

-- The first few seconds of your video contains a hook detailing the purpose of the video and the value prop you’ll be offering viewers. This engages the audience so they'll decide so they can decide if they want to keep watching.

-- Plan for and stick to three key points you’ll be discussing in your video, and make these points clear and upfront to the viewers.

-- You talk to your audience as if you’re in a public speaking scenario, rather than a meeting, webinar, or fireside chat. There’s simply no way to read the room, because you’re the only one in it.

Think about tone and purpose when distributing. How the video goes out depends on goals and audiences, and should be a well-coordinated effort with the appropriate communications and marketing teams, while also getting signoff from stakeholders.

Think through all these tips to help you deliver a great video that is part of your holistic, overarching strategy.