“Video is king. Video is everywhere.”

Joan Esposito, co-founder of the media consulting firm J2 Strategic Communications, said that more companies are putting CEOs and other key personnel in video for their websites, internal communications and external strategies.

“That’s wonderful because it puts a human face and hopefully a passionate face on the company,” she said. “But if they make a video like that and they are dull or not energetic, or not passionate, or not clear, that’s not helping your company.”

The key challenge, she said, is that “short, simple, declarative sentences are much trickier than the average person realizes.” Doing that in video, press releases or product pitches is one of the elements of business many executives struggle with.

“If you can speak that way, and speak that way with passion, you’re golden,” she said.

Esposito’s specializes on working with clients on video training, sometimes recording the person and then playing the clip back for them. She said many executives are surprised, or even “horrified” by what they see on video. The problem she said, is that many people get more reserved when doing video than they should.

“They want to impress the other CEOs,” she said. “They forget they are talking to real people.”

Ultimately, Esposito said that companies must stay focused on delivering clear messages about the business, its products and people. That exercise, be it through video, social media, traditional news outlets or other channels, is one that helps define a company to the customer base or broader public. It just takes a little practice.

“There’s nothing that can replace clear communication, whether you are a CEO and trying to communicate to the middle managers, or middle manager trying to communicate with your sales staff,” she said. “Communication is the bedrock. That’s not going to change. It’s only going to become a more difficult skill to have as we rely more and more on nonverbal means of communication.”

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