I don’t.
We have an extremely talented video team at employee comms within Intel. They make beautiful videos. Still, I’m not a big fan. And it’s not at all their fault. (Like I said, they really are super amazing and I really like them a lot!!! 
Thing is, the team’s hands are tied by nervous executives and even more nervous legal teams who vet everything to death before employees get to see it…and what’s left is a very corporate video with very minimal–if any–humanity left in it.
What’s interesting though…is today, I was checking out our stats. And when we post videos that have been done by external orgs (like News Hour, or a PBS special where the CEO is interviewed)…these vids get huge views (anywhere from 25,000-35,000).
The reason? I think it’s because they’re not scripted. There’s no lawyer in the “background”…the execs can speak freely. It’s not that the execs aren’t coached, or that they didn’t prepare speaking points, I’m sure they have. But they’re allowed to loosen up.
I CRAVE that for internal comms. This is my plea to any execs reading this or communicators who have sway with execs…let yourself be natural. Be yourself in front of your employees…we want the real you…not the leveraged, synergized, enabled you!!!
5 responses so far ↓
Thomas R. Clifford // June 21, 2007 at 2:49 am |
Sandra,
Lovely post!
I am a multi-award-winning documentary corporate filmmaker of 23 years.
You’re spot-on about videos being more popular when they are unscripted! I am so glad to see you write about this subject. It’s not brain surgery, but still, after all these years of staged, faked and contrived corporate videos, organizations continue to try to manufacture something that, in the end, we all know is just ivory tower marketing initiatives.
I’ve been very fortunate to be able to produce and direct my films through unscripted interviews.
Of course, I have a blueprint for the film with certain key messages that need to be addressed, but these are all captured by employees from the front-line…unscripted, no rehearsals, straight from their heart and captured authentically on tape.
The documentary format allows for that genuine messaging from “real people” while still communicating corporate messages.
It works. I’m proud to say I pioneered employee communications back in the 80’s while serving as a staff Producer/Director at The Travelers Insurance in their Television Department.
Years later, I’m still at it.
Thanks for a great post
Sandra // June 21, 2007 at 6:28 am |
Tom…
So good to know that there are professionals out there doing what you do!
…and that I’m not alone in wanting to bring documentary style to corporations. I’m so glad corps and orgs are finding you. Have you ever had to pitch to reluctant execs? How did you win them over?
Thomas R. Clifford // June 30, 2007 at 2:02 am |
Sandra,
Forunately, I hardly ever pitch the exec’s. When pitching, I wind up with the marketing department or corporate communicatons specialists.
After 23 years of producing, I’ve created a look and style that “sells itself.” That “look” and style just happens to have executives talking to me in an informal and non-threatening way…so the marketing department naturally goes along with my suggestions; no selling is necessary.
When working with exec’s, here’s the secret: tell them it’s your job to make them appear natural, real and friendly on-camera and you’re not leaving until that happens. Most suits will genuinely appreciate your efforts to make them look good for the camera.
Sandra // June 30, 2007 at 4:05 pm |
I think that’s a great suggestion…and what we always do.
I think though…that it’s often easier when you’re not an internal group within the company…because there’s an automatic default for the execs expecting to “control” the situation, what they say, etc. When you have outside expertise…there may not be the same expectations.
Funniest Videos In One Place // August 8, 2007 at 8:19 pm |
Funniest Videos In One Place
Funniest Videos In One Place