I want to do a video, sure, cool thing, but what and who and where and how? And what for, for heaven sakes? As a communication professional I have been taught to think in structured, linear processes, in concepts and with project management as a guiding principle of my doings. On a side note: It’s not as creative as one might imagine. So, simply follow the basic steps of analysis and definition, implementation and evaluation. Super. By the way, I still believe in that method. So I’ve learned to ask the right questions, coach my counterparts and advise them on what I believe to be a valuable and successful communication path. 
Here are the three most important criteria for producing a webcast:
- We want to reach a broad audience that goes beyond our immediate target audience
- We want people to be able to view the webcast independent of geographic location and time zone
- We want to use a video for bringing our communication messages across
Reaching out to a broader audience
Even though you have a specific target audience in mind, you automatically reach a much broader group of people including potential clients, interested investors and future employees that might be surfing your website. Exposure is imminent when placed on the landing page of your company website. You never know who will be attracted to your CEO’s video message, your product line responsibles’ statement, your market managers’ proposition or your business experts’ insights. Therefore it’s wise to draft your message carefully, take the time to prepare your script, select an appropriate location for the shooting and get your webmaster or web content editor on board early on. It’s important to place your video on a site that is easily accessible and quick to find – not buried in a corner of your website.
Giving your company a face on your website
Let your speaker do some media/camera training, with our without a teleprompter and discuss your expectations with your external provider – video, multimedia or web TV producer and streaming engineer. Your communication agency or Solutionpark can help you scout the location, draft the story board, write the script and organize the props. Be it as part of a full fledged integrated communications campaign or a single communication activity, it’s so easy to have so much exposure with only one small video.
The place was full of interesting equipment they had built into mobile trolleys themselves as they explained how they’d go on location and record, encode and stream a company’s investor presentation, press conference or other live event onto the web. So how would this work for us? Basically we wanted to replace the old way of recording a staff event on VHS cassettes (!) which would be copied manually and then sent by mail to the various offices around the world. How endlessly tedious and time-consuming!
The good thing was that our streaming provider has their own encoding center where all the equipment is permanently installed on site. This means that they are always ready with many encoders and backup devices available, a redundant and reliable Internet upstream, optimized connectivity to Akamai (a 
Set realistic expectations, allow yourself enough time for the preparation and testing phase. Take the lead in organizing the location and briefing the speakers. It helps to clarify the logistical details in advance, to make sure you have things in place before you get started. Once the camera is rolling it’s much harder to fix something that isn’t already working.
