Insights

Munich, 19 October 2023 – Relaxed appearance and professionalism instead of fear sweat and language disasters – with the correct preparation video shoots for the enterprise PR become the self runner, know the residents of Munich communication agency PR-COM.

It’s showtime! Especially in times of YouTube, social media and co., moving images are part of daily business in corporate communications – for example in the form of interviews published on LinkedIn, the website or on TV. But whether it’s appearances on talk shows, company portraits or product launches: Not everyone is a long-time TV expert who steps in front of the camera in a relaxed and professional manner. All the more important is therefore a structured and clear preparation, which takes the fear of the unknown. The Munich communications agency PR-COM shows how those responsible can deliver a professional appearance in five steps.

The idea: At the beginning of every video shoot, everyone involved must be clear about what purpose the project actually serves: Does a TV station want to visit the running operation? Is the CEO to speak on a talk show? Does the HR department need a statement for the new LinkedIn campaign? These examples show how different the goal of a video shoot can be. Once it’s set, responsible parties can create a project overview that gives everyone involved a rough idea of the topic, budget, format and timeline.

The project team: In order to start the organizational as well as content-related work, organize all internal approvals and accompany the project process, every video project needs a responsible team. It holds the threads together and gets support where it is needed. The responsible project team is also responsible for coordinating with all internal and external stakeholders and for the creative concept.

The checklist: The next step is to draw up a checklist of all the to-do items for preparing, carrying out and following up the project. The team must define the general conditions for the shoot – for example, the location, the voice actors and the time frame. There are many stumbling blocks here that should be cleared out of the way in advance: Is it even allowed to shoot at the desired location? Are the background and lighting suitable? What internal approvals are required? As soon as the schedule with facts and figures is in place, the project must be approved internally by the person responsible, who usually sits in corporate communications or marketing.

The Content: Spokespeople who mutate into the Jim Carrey of filming without preparation or script are extremely rare. The rough idea sketch must therefore be followed in advance by the development of a storyboard and shooting schedule. They live from good core statements and a dramaturgy that really draws the viewer in. All the hard facts and scene instructions can also be found in it: Which speaker speaks which content and when? Which camera angles are used? What should and may detail shots show? Which images can provide some drive and dynamics? The team then briefs the speakers with content instructions and text suggestions. By the way, with a few dry runs, you can significantly increase your textual confidence and thus ensure authentic sound bites.

The speaker: For many speakers, Day X is a red exclamation mark on the calendar. To keep the nervousness as low as possible, the team should clarify all the details in advance. This starts with the choice of clothes, which should be discreet and never petty, and continues with practice takes and the precise coordination of messages, right through to instructions for posture and styling on the day of filming. A small hint: If you save on a professional stylist and make-up, you’re usually doing it in the wrong place. Because on day X, every detail that improves the quality of the takes counts. The more comfortable a speaker feels, the more authentic and relaxed he or she will speak. And, as we all know, the viewer notices this immediately.

“With videos, you can arouse emotions and achieve a personal level of communication that is often denied to texts. Especially for important and meaningful messages, videos are therefore a central part of corporate communications,” confirms Christina Haslbeck, Senior Account Manager and Deputy Team Leader at PR-COM. “With a good concept and good preparation, even employees with little interview experience can be successfully involved. This makes for exciting content, especially on social media, which convinces with personal messages and allows outsiders to look behind the corporate façade.”