Corporate Communication Project: Video Message

If the video's purpose is to atone, it begins with an apology. If it is something else, that main point is front loaded.

The video orients the viewer to the issue that is prompting the response and outlines the company's plan for restitution, or, if not at fault, its position and what actions will follow.

The choice of speaker and his or her appearance is appropriate. Settings and backdrops are effective.

The speaker creates an appropriate relationship with a specific audience through language choice, vocal delivery, and pacing.

The video's audio and video composition are effective. Superimposed text and/or stills identify the speaker and reiterate important material (such as contact information and important points) where necessary. The video's length is in keeping with genre conventions (approximately 1–2 min.).