You’re In Business – You Need Video – Now What?

You’re in business. You’re all set up. You have a great looking website, but no video. You may want to consider adding some video content. Text-only websites can be dull and boring. Ten years ago, before high speed Internet, all sites were text heavy, with some graphics, but the world has changed.

So, to bring your website into the 21st Century, you decide to create and produce video to showcase your product or service.  First, you bring in your family video camera and record some spontaneous comments about your business. It doesn’t look or sound very good, but hey, it’s only the Internet.

Next you hire your best friend’s cousin’s son who is in high school and wants to work in television. The results are not much better and there doesn’t seem to be any reason for the video.  Now you have video, but it doesn’t work.  Time to rethink things.

The fact is that people are sophisticated video viewers. Even people in small town USA watch all the major networks. They expect high quality video and audio.

The very first thing you need to do is define your story. Map this out in advance. “Winging it” or “Working on the fly” just won’t work. You have a message to get about your business. The video tells viewers why they need you. Make your story crystal clear. Prepare your story well in advance. If you’re the on camera presenter, practice the story.

The next steps in mapping out your video are the technical aspects of production. Poor video (and audio) reflects on you and your business. You provide a Rolls Royce service; your video needs to reflect this.

High quality video is the best way to present that information. So follow a few simple rules to get great video and audio.

  1. Let’s start with audio. Make sure you or your spokesperson has an external microphone. That means it’s either clipped on you or someone is holding one above your head (out of the camera view). The reason for this is audio from a camera sounds hollow and often can’t be understood. Good audio can even make poor video “look” better.
  2. Next, be sure to use lights. Dark images are not interesting and don’t hold viewers long enough to hear your message. Professional lighting is the best, but you can always use lamps to make your video better.
  3. Remember, you’re competing with other businesses. You need to look and sound the best you can. Preparing before shooting will make your video “watchable” and generate interest from prospective clients.
  4. And lastly don’t create a single video. You need a library of video information so viewers will keep coming back to your site. A single video will create a mild buzz and then die.

Studies confirm that video is the marketing tool for the Internet. Following these simple rules will make your video outstanding.

Mark Alyn is the head of the video and TV division at Anthony Mora Communications, Inc.  For further information email Mark at

Copyright © Anthony Mora 2012

6 PR Secrets To Maximizing A Media Interview

Pitching the media and landing interviews is a big part of a public relations campaign, but it is just one step in the process.   Once your public relations firm has landed an interview for you it’s now your turn to spin the media opportunity into gold.  Many people feel because they know their business so well that a media interview will be a no brainer.  Well, think again.  This is what you and your PR company have worked for, this is your chance to reach your market, grow your business, build your brand, sell your products and establish yourself as an expert in your field.  Make sure you fully utilize each media opportunity that comes to you.  The following are some media relations tips to follow to ensure that you maximize your media interviews:

1) KNOW YOUR TOPIC:.  Find out what the scope of the interwar is going to be about.  If you’re doing a phone interview, make yourself a cheat sheet that you can refer to.  If you’re going to be on TV make sure you’ve reviewed your information, facts and practiced your particular point of view.

2) WARM UP:  It takes most people at least ten minutes to warm up.  If you have only a 3-5 minute interview, you want to practice until you are warmed-up in ten seconds.  This is you, sitting around after a dinner party telling a great story to good friends.  This is the “you” that will make a great interview.  Practice with your associates, in the car, at the studio.  Just talking and laughing with people, and especially putting others at ease, will do it.

3) IT’S YOUR EVENT.  Imagine reframing the interview in your mind, to where you have invited these people in order to educate, inform, and entertain them.  This will add vitality, power, and energy as you talk.

4) SHOW PASSION.  Why are you there?  Because you want to make money or sell books?  Probably.  But try this motivator instead:  you’ve got a great story, secrets to share, tips to impart, and you want everyone to know about it.  You REALLY BELIEVE what you’re saying, you’ve got the answers, and it’s fun to enlighten people.  You have a mission.  You want the public to know the truth.  Passion will make you come across like a dynamic expert who has the answers, rather than simply a talking head.

5) LOOK TO THE PROBLEM.  If you need a hint as to how to make your communication more vital and exciting, ask yourself – what problems did you (or your profession) solve in order to do this procedure, or write that book, or create that program?  Tell us how bad the problem was, and how happy your clients are now that it’s solved.

6) BELIEVE IN YOUR MESSAGE.  If you’re shy and you can’t believe in yourself that much in front of strangers and a camera, believe in your story, or your product, or your message.  Can you help people?  Can you make their lives better?  The answer is yes!  Believe in your message and that will come across in your interview.

Prepare, know your information, be enthusiastic, engage with the interviewer, and present yourself as a problem solver.  Now, once you have those points covered, relax and have fun.  Enjoy the process and the rest will take care of itself.

Copyright © Anthony Mora 2012


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