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The Camera-Ready Dilemma: How Lack of Preparation Can Ruin PR Opportunities

Like it or not, as social media platforms reign supreme and virtual interactions are the norm, being camera-ready isn’t just a luxury—it’s a necessity. And it’s also a potential pitfall for anyone not ready for action (get it?)

Whether you’re a business owner, a public figure, or a spokesperson for a brand, the ability to effectively communicate on camera can make or break your PR opportunities. Unfortunately, many individuals underestimate the power of preparation, only to find themselves squandering what could have been amazing chances to shine in the spotlight.

This is where I come in. As someone who has enjoyed a successful career in the media (despite near-crippling camera shyness at the start — seriously), I’ve seen too many good people miss their moment because they just couldn’t pull it together on screen.  

Let me share a composite of these moments…

Lights, camera… crickets. 

Imagine you’ve just been offered a prime opportunity to speak on camera about your latest product launch or groundbreaking initiative. Your local news media wants to interview you and get the scoop about this amazing service or offering.

You’re excited. Of course you are! This is an amazing opportunity. After all, this kind of exposure and positive buzz could generate increased exposure (and bucks!) for your brand.

The camera starts rolling, all is running to plan, until you suddenly find yourself stumbling over your words, fidgeting nervously, and struggling to convey your message clearly. Did I mention the profuse sweating? At this moment, you are not a good ambassador for your brand. 

But you know your brand, you’re excited to share this exciting development or opportunity about your business… so, what gives? 

What’s standing in the way of your PR prize? 

The short answer? A lack of preparation. 

Speaking on camera requires a unique set of skills that not everyone possesses naturally. Without proper preparation, even the most articulate individuals can falter under the pressure of the lens. 

The results aren’t pretty. Failing to prepare for your PR moment might look like: 

  • Loss or criticism of your credibility: When you appear unprepared on camera, it sends a message to your audience that you may not be knowledgeable or trustworthy. In the age of instant judgment, first impressions matter more than ever. If you stumble through your talking points or seem unsure of yourself, viewers are less likely to take you seriously or trust what you have to say. I can almost guarantee you’ve judged others accordingly. We all have. 
  • Missed opportunities for engagement: Effective communication is not just about delivering information—it’s about engaging your audience and capturing their attention. Without proper preparation, you may fail to connect with viewers on a personal level or convey the passion and enthusiasm behind your message. As a result, you miss out on valuable opportunities to build rapport and foster meaningful relationships with your audience. These are opportunities that even the most successful business really can’t afford to miss. Let’s face it: competitors are everywhere, with more emerging in most industries every day. 
  • Negative public perception: This follows my first point, but it’s worth emphasizing that in this age of viral videos and social media scrutiny, a poorly executed on-camera appearance can quickly become fodder for criticism and ridicule. One awkward interview or embarrassing slip-up can tarnish your reputation and damage your brand’s image irreparably. In today’s hyperconnected world, the internet never forgets, and a single misstep can haunt you indefinitely. 

Is it unfair? Sure. 

Can you overcome it? Absolutely. By ensuring you’re camera-ready. 

While I recommend partnering with a pro like myself, the following steps can help frame the work we could do together. 

Polish your on-camera presence

  • Practice and practice some more: I’ve said it before, “there’s no such thing as perfect,” so our goal for practicing your on-screen confidence is not perfection but measurable progress. We want you feeling poised, comfortable, and capable on camera. So, it’s a good idea to familiarize yourself with your talking points and rehearse them until they become second nature. Practice speaking clearly and confidently, paying attention to your tone, pace, and body language.
  • Commit to soliciting honest feedback: Enlist the help of friends, colleagues, or professional coaches, like myself, to provide constructive feedback about your on-camera performance. Their insights can help you identify areas for improvement and polish your presentation skills.
  • Fake feeling calm and confident: Okay, I’m kind of kidding here. But, since we know you won’t feel calm and confident until you’ve practiced enough and learned some skills, you need to at least pretend at the beginning. Sometimes, just acting like we feel at ease can start to trick our brain into thinking we really are. Remember, confidence is contagious, and when you believe in yourself and your message, others are more likely to follow suit.
  • It’s all about authenticity: Don’t try to be someone you’re not. Authenticity is key to connecting with your audience on a genuine level. Be yourself, and let your passion and personality shine through.

I can’t overstate how valuable the ability to speak confidently and effectively on camera is, especially when it comes to unlocking impactful PR opportunities. Let me help you step into the spotlight with the assuredness and authenticity your brand deserves. You’ve worked hard to build something and I would like to help you elevate it with camera-ready confidence. 

Let’s go! 

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