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  • Writer's pictureNicole Peternel

Owning the Room in a Digital World.

Updated: Feb 3, 2021

Communicating via video is something businesses have done since the 1960’s, when AT&T first introduced the picturephone at the World’s Fair in New York. As with all technology, it has been revised and improved throughout the years, and saw a rise in usage in 2008 when the recession made us tighten our budgets and travel for business became almost non-existent. Now in 2020, virtual meetings play an integral role as we navigate remote working and social distancing due to the COVID-19 pandemic.

Many of us had used video communications prior to it being our “new normal”, however it was more of an option than a requirement- something we did when we were sick at home or meeting with clients across the globe. Pitching new business, presenting to clients, demonstrating products and brainstorming with team members was done in person-and for good reason. It can be difficult to build relationships, convey enthusiasm or show concern over video.

It’s not easy for clients to get a feel for the outstanding value our service brings or demonstrate the high quality of the products we produce via laptop. And while there might not be a perfect substitute for in-person meetings, we know that the luxury of waiting for this health crisis to pass isn’t an option. Business needs to continue, which means video communications will be the platform in which we communicate and hold meetings for the foreseeable future.

Just as there is an art in interacting with the media and being a powerful public speaker, communicating effectively over a conference call is is a skill that takes practice, video training and guidance. Before your next Zoom meeting or Google Hangout, there are a few things you should consider.

Build the relationship

Video conferencing changes the dynamic of the relationship with our clients. We lose the ability to clearly see, hear and sense our audience's reaction to what we are saying, limiting the ability to tap into our emotional intelligence. Building a connection is still possible however, it just requires more work on the front-end. Ask yourself: how can I translate my demonstration abilities from in-person to on-camera? What do I need to modify?

  • What do I need to know so I can connect with my participants on a personal level?

  • What can I give them beforehand that is tangible, allowing them to get a better sense of who I am and what my company does?

Define the message Without the benefit of an in-person connection, capturing the attention of clients and prospects can be a challenge, so everything we say and do needs to be intentional:

  • What do I absolutely need to get across?

  • What methods can I utilize to convey my message successfully?

  • Can I condense everything I need to say, focusing on making it concise and memorable?

Deliver with precision With video communications there is often no give-and-take to work with during our digital conversation. We must be prepared to perform with precision:

  • With all eyes on us, not only do we want to look professional and ensure our appearance isn’t distracting, we also want our movements and mannerisms to be purposeful and communicate confidence.

  • Our voice needs to fluctuate more than normal in order to grab our prospect’s attention. The typical manner in which we speak may end up sounding flat on camera, so utilizing proper tone, pitch, and speed will ensure more effective delivery.

  • We want to come across commanding, yet approachable. The way we do that on camera is different than how we do that in person. Practice and critique beforehand, so you can remain confident and prepared throughout the entire conversation.

While we’ve had to adapt to running our businesses digitally, with the right tools and video speaker training, we have the potential to be even more successful and efficient in how we communicate behind the camera.

For more information on video training for business or to learn more about our public relations agency, please email


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