Why You Need to Stop Using C-Level Execs in Video Business Stories

Why You Need to Stop Using C-Level Execs in Video Business Stories

Author: Gregg Litman / Source: Business 2 Community What do you think about this? Interesting Not Interesting Share Tweet “Don’t use guys

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“Don’t use guys in ties.” That’s a newsroom saying from my TV days that still resonates whenever I see a company video with an executive as the main character.

“Guys in ties” is newsroom-speak for the kinds of stories that focus on officials — male or female — rather than real people. Need some examples? Interviewing the fire chief instead of the firefighter who saved three kids or the father whose home just burned down. Interviewing a police officer or the police spokesperson about a neighborhood crime alert instead of the scared homeowners. And the most classic “guys in ties” stories feature elected officials — mayors, governors, legislators — talking about laws, taxes, or policies, rather than the real people who are most affected by those policies.

What’s wrong with “guys in ties?”

Unfortunately, most officials are boring. They may be well-spoken, but they aren’t close to the real story — so they’re usually conveying information rather than emotion.

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In fact, everything that makes them “official” — the nice clothes, the fancy office, the controlled setting — actually separates them from the real story. That’s why an interview with an official in his or her office is almost always a story killer. And c-level execs are the same. They look and feel just as official, and they will bring down your video business stories just as quickly.

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How do you avoid using officials? The same way TV reporters do when they’re trying to avoid using “guys in ties.” Ask yourself some extra questions, push yourself to identify the real story, find the most interesting angle. And then interview the people who are closest to that angle, not the CEO.

Remember, your interview should be with the face of the story, not the face of the company.

Good stories need good characters.

The best stories usually include some kind of conflict or drama and a key character or a hero — which is why we all love features about people overcoming obstacles.

For non-profits, this should be pretty easy — although you’ve probably seen plenty of videos that break these…

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