A thoughtful post by Shel Israel on the world of CEO text blogging versus video blogging.

Coming from the world of corporate video and corporate communications I really think it is down to what platform the CEO is happiest with to ensure they really engage with their audience.

I have worked with some CEOs that were not ‘natural’ communicators. They looked uncomfortable and ‘wooden’ on a podium or in front of an audience but they were visionary and inspired and wrote wonderful e-mails, strategic documents and front pieces to the annual set of accounts. Of course with coaching and support they are able to pass muster but it does not feel right. You know what I mean. John Wayne had a flair for cowboy and uniform films. Put him in a modern setting and it just did not feel right.

Equally I have worked with some CEOs who leave all the detail to COO’s or CFO’s. They can ‘wow’ any audience – from VP to office receptionist – seemingly at the drop of a hat without any script. You can see that with politicians. Blair seems most comfortable in front of the TV cameras. Cameron too. Brown may surprise us but I bet he is most comfortable in small meetings and putting reports together. He seems ill at ease compared to others. Davis lost the Conservative party election as he just did not engage with the audience.

From the edit suite I can tell you ‘light editing’ may be possible but only on the basis that for some people we have had dozens of re-takes. They keep fluffing the line. Autocue I hear you say. Don’t be fooled – reading that without sounding-as-if-you-are reading-in-a-script-as-it-rolls-by in a non-monotone-voice is not as easy as it looks. Watch all those professional presenters fluff their lines so imagine what some executives are like. Having been through a few CEO recordings from hell I can tell you video is not for them. They will spend just as much time preparing, rehearsing and re-taking as it would have been to write a blog. Again coaching can help but somehow it often just does not sound or look right.

There is a half way house – audio podcasting. Many senior managers can articulate the message but without the pressure of a camera ‘staring’ at them and it takes them less time to than to write a blog. All they need as an outline topic script to make sure they hit their main points in a structured way. In fact some CEO’s record their blog and have it typed up with a light touch.

I have met Shel personally and had the pleasure of doning a couple of podcast recordings with him. I can vouch that he is a professional communicator – in the flesh, over the internet and in writing (check out his blog and book) but not everyone is so accomplished. CEO’s often need other skills to take them to the top.

CEO text blog, audio blog or video blog. It doesn’t matter. It’s the conversation and feedback that is important. Not having to time for the conversation is what worries me most about some CEO’s excuse for not doing anything.

Looking at all the research showing 50% of UK companies have disengaged employees you wonder if that starts at the top with CEO’s who are just too busy to blog or even communicate regularly with employees.