How can you convey academic expertise in a 2-minute online video?
Stick to this one-question interview format used by Duke University’s Office of News & Communication.
In this video available on YouTube and titled “Duke University Professor Explains Why So Many Lemur Species,” Anne Yoder, the director of Duke Lemur Center, answers a question pertaining to what is a current issue in her field.
It’s short, to the point and done on location in front of a few representatives of the lemur population.
The one-question interview definitely works well to promote the academic expertise of professors as well as their ability to perform on camera.
This kind of online videos can show the expertise of your faculty members in an engaging format accessible to the public while increasing at the same time their chance to get interviewed by media representatives – just include a link to your videos in your regular pitches so TV reporters can get a preview of your experts.
What do you think? In your opinion, how could this format be improved?
You’re right, Karine. This is a great tool and more people should be taking advantage. But where we seem to differ is that I tend to believe that this medium is a worthy end in itself. Big media interviews always have their appeal, but, to my thinking, this prof will get to share much more of her side of the story in a YouTube clip, and potentially be seen by more viewers, than she would if she happened to land a TV interview. Not to mention the fact that the school is free to link to their website, promote other interviews, etc. – something they’d be hard-pressed to attain in other media.
Well, Dan, I didn’t say institutions should post videos online just to target traditional media.
I really see it as a bonus that might get the attention of PR pros who haven’t made the leap yet.
This format is neat because you don’t have to be interested in the topic to stick around. As a result you might learn something you didn’t even know could be interesting.