InReview 2019 - 42

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Staying On Message
Enriched video production capabilities are the key to
corporate reputation management...

s we become increasingly
connected, writes Ed Tischler,
having the ability to quickly deliver a
clear and concise message before it
becomes diluted or twisted has never
been more important. Video is one
of the most effective ways to do this.
When Boeing CEO Dennis Muilenburg
recently needed to take control of the
escalating 737 MAX crisis following
two high-profile plane crashes, he
released a short video message to
underline the company's position.
When former Nissan boss Carlos Ghosn
needed to defend himself against
financial misconduct allegations, he
did so through a pre-recorded video.
It gave both business leaders
the opportunity to control the
message, garner sympathy or
understanding of their unique
predicaments and be seen and
heard by a large number of
people.

London Stock Exchange Studios
were recently upgraded

keeps the story moving forward, while
also bumping the spokesperson up the
list when it comes to repeat calls.
A good example of the benefits of inhouse facilities is the studio complex
at the London Stock Exchange that
was recently upgraded to HD. The
four studios are primarily used for the
reporting of live financial and business
news for television and radio, the
production of video content, as well as
media training.
When not in use, the studios
are available for hire, bringing in
additional revenue streams and
providing a convenient and invaluable
service to clients.
Reputation Rescue
Ultimately, organisations today
need to move fast to manage their
reputations. Silence is no longer an
option as Persimmon's former chief
executive Jeff Fairburn recently
discovered to his cost when he refused
to address questions about his bonus
during a BBC News interview.
If used correctly, video is an
invaluable tool that can deliver a
clear and controlled message to
the market, as well as helping to
proactively communicate with internal
and external stakeholders. But it's
no longer just about what's said. The

Targeting B2B decision-makers
as well B2C audiences can help
dilute the fallout from a crisis.
We've all seen instances of
negatively-received company
announcements or statements
taken out of context which
could be solved by clarification.
Tight Control
Furthermore, as expectations
But it's a medium that leaves no
in terms of quality from viewers
Video 'Letter' from Boeing CEO Dennis Muilenburg have increased dramatically,
room for error. The accessibility
and shareability of media these days access to a high-end, on-site studio production standards have had to
means one small slip can rapidly set-up gives them greater control, improve. Advances in technology
spread around the world, often leaving and a more professional overall look. mean
that
content
reputations in tatters. The key to These facilities are no longer just nice created in-house can
success is therefore in the preparation. to have, they are now becoming a now mirror the quality
Just as it's vital to get the tone, the necessity. So, why is this?
of what people are
message and the delivery right, it's
used to watching on TV.
also increasingly important to ensure Message Quality
Images can be enriched
that the presentation is befitting
An in-house studio facility enables with graphics to keep
of the content. Not many people the fast creation of professional audiences
engaged.
remember what Professor Robert content for both internal and The use of virtual
Kelly was talking about on BBC News, external communications. Current surroundings aids better
Former Nissan boss Carlos Ghosn defends himself
but over 30 million people have since affairs, corporate news and trading storytelling, keep costs
watched his young children gate-crash information can have a significant down and reduce disruptions from look and feel of a video are key to how
the interview when they suddenly commercial impact on a business. The things like bad weather or unwanted engaged the viewer is, or if they even
appeared through his office door. If sooner an organisation can respond interruptions. It can also be branded watch it in the first place. If Prof Kelly's
it doesn't look right, the message will and state its position, the sooner the to ensure consistency and maximum mischievous toddlers hadn't warmed
get lost. This is why more and more situation can be controlled. Video exposure when shared online.
the hearts of those watching, it could,
organisations are enhancing how also provides a quick way of keeping
as he himself feared, have brought an
they create content by building their staff and partners on brand, whether Studio Time
abrupt end to his career as a talking
own in-house production facilities. To it be regarding product launches,
In addition, the proliferation of head. This is why futureproofed inbusinesses and institutions, instant regulatory changes or through media organisations producing video house production capabilities are now
training. What's more, for news coverage, combined with the central to communicating in a visual,
video also helps avoid need to find accessible talking heads to entertaining, controlled and succinct
the narrative of faceless fill airtime, makes a guest with direct way.
company
executives. access to a professional studio highly
www.gravitymedia.com
Crucially, social media desirable. Many newsrooms don't have
and
pay-per-click the budget or resources to assign film
Ed Tischler is UK Managing
advertising means that crews or even send out taxis anymore, Director at global broadcast
companies can bypass so are looking for guests who they can solutions specialists,
the prism of the media dial up and get on air in good quality Gearhouse Broadcast,
to speak quickly and within a matter of minutes. This helps part of the Gravity
Professor Robert Kelly's BBC interview goes awry
directly to stakeholders. them react to news as it breaks and Media Group.

http://www.inbroadcast.com http://www.gravitymedia.com

InReview 2019

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