On Wednesday night I attended the launch of IFW-Net.com, the new iteration of one of the world’s most-respected trade publications.
As anyone who’s ever looked at a newspaper website, the versatility of publishing online means no-one is restricted to a single medium. The team at IFW is in a great position to capitalise on this opportunity, and as a result so are the companies that IFW reports on.
Historically, TV has been the domain of the sexy - whether that’s the beautiful people, the popular brands or the big numbers. But with more and more trade media going the same way as IFW, there will be a growing demand for quality talent to provide on-camera interview content.
Obviously, I have a vested interest in this because Hill & Knowlton provides media training as a service. See, I’ve even linked to it, to make it easy for you to check out. The thing is…doing an interview for a web-based video is still doing an interview. It is more important to get your interview / delivery technique right than it is to care that you’re going to be on the internet rather than the BBC.
Doubtless we’ll see a massive flood of specialist digital agencies start offering some kind of on-camera performance training for web interviews in the coming months as they seek to tap a new revenue stream. The question for communicators and your company spokespeople is: is that really what you need?
(Once you’ve answered the question, put in a call to our Head of Media Training, Catherine Cross)
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