Chief executives of big American companies are attempting to soften their public personas by posting personal, direct-to-camera videos on social media, often to accompany earnings reports.
Now the trend is starting to catch on among British executives and PR professionals are arguing that a shaky video shot on a smartphone and shorn of corporate gloss lends an authentic edge and creates a connection with investors and customers that more polished presentations struggle to accomplish.
Audiences are “turned off by what they think comes across like more of an advert or too polished”, Simon Sharp, managing director and producer with Theory Films, said, adding that results videos have also adapted to feature fewer on-screen numbers and graphs and instead allow chief executives to talk “about their
