Podcasts and online videos can be a great way for organizations to connect to their publics through the all important use of voice and sight. Podcasts create a personality for an organization or individual to present to an audience. However, podcasts and videos can very well backfire just as they can succeed in building a relationship with publics. In order for a podcast or online video to succeed, the producer needs to develop an authentic—or one-of-a-kind—voice.
To develop an authentic voice, the producer needs to follow a few simple rules:
1. Don’t just read from a script. Though it’s important to stick to a script so that you don’t get off topic and bore your audience, reading directly from a script can be equally as boring to audience members.
2. Don’t use a corporate tone, but rather a fun, casual tone. A number of producers use a voice similar to radio talk show hosts’. A casual voice will engage the audience and won’t compromise credibility. After all, you’ve created a podcast to build a personality for your message or organization—don’t make the message sound like a corporate advertisement.
3. Don’t read press releases! If audience members are really concerned about news updates, they can visit the organization’s online newsroom.
4. Remain professional. Casual doesn’t mean sloppy. No inappropriate personal stories. Make sure there is no distracting background noise in a podcast or video. Make sure the lighting is good and there are no distractions in the background of your online video.
Below are two examples of online videos. Both exemplify the do’s and don’ts listed above. Listen to the speaker’s voice to critique the podcast voice. Pay attention to the ways in which the speaker tries to engage the audience visually through the use of video production.
This video was written and produced by the folks at Marketwire, an organization that assists companies in press release distribution through new social media tools. Watch a few seconds of it and look for the do’s and don’ts.
Now, watch a little of this video by Christopher Penn, producer of the Financial Aid Podcast. You can watch the video below, but it might be more beneficial to watch it on the Financial Aid Podcast site to understand his interactive navigation. “His what?” you’re asking. Check it out—you’ll see!
Between the two, who do you think has a better grasp on authenticity?
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March 17, 2009 at 4:28 am
Sarah Lokitis
Lindsey, this is really good advice. I am glad I read this before we begin working on our Social Media Resumes. I will need to remember these points when shooting my video and creating my podcast.
The first video by Marketwire had a lot of good information, but I could easily tell he was nervous and kept having to look at a script. He did not seem relaxed speaking, which made the video seem like a lecture as he listed off the points in a too structured format. I will need a script or an outline probably when doing my video, but if I know the material very well I can talk extemporaneously creating a more authentic feel.
In the second video, the speaker seemed very comfortable with the information he was supposed to say. He was able to change the quality of his voice and speak informally on his topic. He physically pointed out the links and did not seem hesitant with the material. He also thanked the audience for watching the video in a very authentic way. It takes a lot of practice to present information clearly and authentically on a video or podcast, but I think he did a very good job.
March 17, 2009 at 5:25 am
Nicole Fiorella
Hey Lindsey,
That first video was really helpful especially since we are about to create our own podcasts and videos. Those tips will definitely come in handy. After watching each video it was interesting to see how different people speak and approach a video.
The first video produced by Marketwire was put together really well. Thom Brodeur did a great job getting the information out to the viewer. He seemed very confident and knowledgeable as he provided his helpful tips. I did feel that his voice was fairly monotone for a large part of the video. Sometimes I get anxious and constantly look at the time when watching videos like that. This one wasn’t bad because it was only four minutes, but I feel like if it was longer I would have been bored.
The second video with Christopher Penn was really interesting, too. He seemed a bit more nervous and tended to stutter sometimes. I didn’t mind because I know I am not a perfect speaker. To me he seemed more authentic. His volume level changed and that kept me engaged. I guess it also helps that his video is geared towards college students looking for financial aid, so he knew how to reach his audience.
I also want to thank you because I would have never known about the drawing, and so since I watched the video I decided to enter.
If you’re ever looking for really great podcasts to present check out For Immediate Release. http://www.forimmediaterelease.biz/ It is a podcast created by Shel Holtz and Neville Hobson. Their site is one of the best podcasts around with posts ranging from interviews with CEOs, to interesting dialogue among themselves. They really have a grasp of how to reach their audience, and provide both credibility and authenticity to listeners.
March 18, 2009 at 12:51 am
Lindsey Monroe
Nicole,
Thanks for the source. I have actually visited “For Immediate Release.” As you can see from former posts in which I have sited Shel Holtz, I like to surface his opinions on social media because he’s such a transparency/authenticity guru. I hope to use one of his podcasts in the future to show readers how he’s built his credibility in the communcations world through the use of new social media.
March 18, 2009 at 12:24 am
Mandy Smoot
Lindsey,
I definitely agree with your do’s and don’ts when it comes to videos and podcasts. The two videos you provide clearly explain why. After only a few seconds of watching and listening to Thom Brodeur in the first video, I became bored. I found myself drifting off and thinking about other things. I had to keep refocusing my attention. He spoke in a dull, monotone voice, and he seemed to be reading from a script. It reminded me of a lecture. However, in the second video Christopher Penn kept me engaged. His voice was fun and much more relaxed than Brodeur’s voice. Brodeur also seemed to just list the information, whereas Penn used gestures by pointing to the links.
In addition, I want to thank you for providing us with these videos because they are good examples of what not to do and what to do when we create our own videos and podcasts. I think it takes good skill and practice to be able to engage your audience like Penn.
For more examples of podcasts and videos you can check out, http://www.socialmedia.biz/. This group blog contains social media videos and business videos. They may also be helpful when we begin our own videos and podcasts.