Egads!  What PR People Do Wrong With Video

MUST STOP #1:  Stop Making Your Executives Memorize Their Lines

Unless your CEO is a former television actor, stop making him or her memorize their lines.  You can give him “talking points” as a guide, but keep in mind this is not a live television interview, and you can always start over, or simply keep the camera rolling and edit out what you don’t like.  If you don’t get what you need in an answer, or if she stumbles, just ask the question again in a different way.  You will eventually get what you need and your executive will come across looking relaxed and genuine – as you would if you were sitting down and having a conversation with her right now… (read more)