Get Ready for Your Close-Up: Building a Better Byline
Posted by the HIT board
We know you’ve heard the expression – a picture is worth a thousand words. Well, there are times in life and business when a moving picture with words can be even more powerful. Add in creative set design and a relevant news hook and you have yourself compelling content for the industry at large.
Demand for video content is on the rise and the more ways we can help clients incorporate it into their programs, the better it is for them and the media outlets for whom we’re targeting. So, recently, we suggested that Imagination, an agency with deep roots in experiential marketing, bring their strong POV to life as a video rather than text.
The point is as readers rely more on iPads and e-readers for their media consumption, it’s just a matter of time until video bylines become the norm on all media outlets. And, one good performance on video is the first step to business shows and national TV placement.
So, what key points should you keep in mind if you’re going to try your hand at a video byline?
- Lose the Talking Head. Don’t allow yourself to look like every other executive the world has seen addressing a serious subject.
- Let the topic dictate your surroundings. If you’re talking about France, set the scene with items that conjure up the locale – anything from a beret, to a croissant, to a map of Europe.
- If possible, use levity to draw in your audience and summarize your thoughts.
- Pretend you’re sharing your POV with someone you’d want to share trusted advice with vs. the camera lens.
And, without further ado, you’ll be ready for your close-up, and just one step away from the national business shows.
In closing, we’d like to share an example of a video byline. If you have only half the charm and wisdom of Eduardo A. Braniff, CEO of Imagination The Americas (below), you’re sure to succeed.