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Using the right words doesn’t guarantee people will care about what you have to say.

We’ve all seen interviews that are stilted, bland and leave us wondering how this person made it all the way to the top.

When it comes to representing the leadership of your businesses, marketers and public relations professionals often think a detailed script, read from a teleprompter, with specific call-outs and dense data points is the only way to go.

There’s definitely a place for this, just as there’s a place for media training executives, but in many cases a more casual Q&A format is actually more powerful.

Viewers are super media-literate, so their radar for corporate mumbo jumbo is pretty damn sensitive – and pulling off that overly-scripted corporate message 'with feeling' isn’t exactly in the wheelhouse of every CEO or executive.

With carefully crafted ‘leading’ questions, precise planning and some bullet point thought-starters, the Q&A format unlocks a more conversational, authentic and relaxed tone, bringing out the human side of leaders and making the content feel relatable.

All the important information can still be featured, but in a way that feels natural and insightful – and this is what ultimately creates engagement with audiences. It’s where the true power of video lies.

Authenticity goes a lot further than you think.

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