Читать книгу On-Camera Coach - Reed Karin M. - Страница 13

Want to avoid the camera today? That would be nearly impossible – and a potential professional liability. If you don't want to leverage the power of presenting to a camera, someone else will and could be seen as a more valuable asset. Self-promotion can be a strategy, and video provides the perfect platform on which to do it.

But there are risks. Often, the messages being delivered on camera are high stakes: vital news for the entire global enterprise or, even more daunting, for an external audience of customers, competitors, and the always-intimidating media. Performing poorly can undercut the credibility of the presenter and ultimately can hurt the corporate (or personal) brand he or she represents.

By contrast, on-camera expertise can be a true differentiator, especially as the use of video continues its exponential growth. Some camera-savvy corporate folks embrace the opportunity to connect with their audiences in a much deeper way than the written word allows. They come across as authentic and sincere, but that's not the norm.

Most people who do not perform on camera for a living would prefer a root canal. Presenting via video combines two things most people hate: public speaking and being on camera. Even those who are very comfortable speaking to a live audience of hundreds can be flummoxed by having to speak to a single, solitary lens.