In communication we talk about two-way communication, sender and receiver, interactive and dialogue, viral and e-communication, as well as integrated communication plans and concepts. With webcasts, I am sending out very specific information, portioned into digestible news blocks or categories on average to a very broad audience. Therefore my role was to brief and coach the CEO and Executive Team members as to their performance in front of the camera as well as the messages we wanted them to bring across to employees, clients, shareholders etc. I made sure any scripts and presentation print-outs were available, the microphones working, the speakers desk set up and any and Q&As prepared. Often times during an employee information event, I’d sit in the front row close to the speaker’s desk, just in case something went wrong. From there I also had eye contact with the cameraman recording the webcast who could give me hand signs should any technical issues arise.
Reading the non-verbal communication signs
Be aware of who you are broadcasting to. Depending on your receivers, you need to prepare your content accordingly. As this is an honest and sometimes non-forgiving format, where people pick up on non-verbal signs as much as what is actually said, interpretations may vary depending on cultures, religions, gender and hierarchical level. 
Keep your communication bits relevant, significant and to the point. It all depends on how it is delivered. You have surely heard that a million times, but take note, with webcast this holds true even more.
Connecting with the audience
I see so much wasted content, that I wonder what really sticks with the people. One of the best examples I experienced was the introductory speech of a new CEO, early in the morning on a cold winter day in February where employees at first seemed half asleep sitting in the auditorium where they suddenly got captivated by the company’s new leader through her clarity and direction, charisma and personal engagement. Wow, that was an experience. We webcast it to all our local offices around the globe and received instant feedback on our new CEO from the far corners of the world.
As a communication professional I know what it’s like struggling for attention and budget as well as the Executives’ time to get involved in communication activities. Therefore you need to drive for an effective approach with new technologies that makes them easy to use widely and distribute your communication message to a broad audience quickly: E-mail, intranet, Internet with all its reader-/viewer-friendly news-oriented features available at their fingertips.