Perspectives

How Working on a Film Set Surprisingly Correlates to Communications and PR Work

July 10, 2024

Two years ago, I had the opportunity to be an extra in a TV series that was being filmed in the area. I’ve always thought that could be fun, so I checked my client work schedule obligations and determined I could allocate a day here or there.

What did I need to do to be considered? Not much, actually. The casting company posted roles they were looking to fill for a Civil-War era miniseries, so I completed an application, checked off a couple of roles where I matched the demographic parameters, submitted a couple of photos, indicated a few dates I could be available and waited.

Within a few weeks, I received a text to schedule me for my first costume fitting in a former school gymnasium filled with period clothing to fit all shapes and sizes. Over the course of a couple of months, I was selected for three different roles and filmed on three occasions, each requiring a separate fitting and a different look.

While this experience was very different from my typical work as a professional communicator, there are some surprising similarities between the two:

Deal with the ambiguity, and enjoy the discovery. Early on, we weren’t told the name of the series or who the director or main actors were. We didn’t even know what network it was being produced for or the release timing. Our excitement built as we learned these details in the weeks ahead. Sometimes, in my communications work, especially when creating communications for a company’s acquisition, new business expansion, technology implementation or even a leadership change, not all of the details are known or shared up front, and it’s okay. I’ll build the framework, plug in that information when it becomes available and tailor the communications accordingly.
Your work is often secondary to the needs of others. There were numerous takes of the same scene, not usually because of the extras, but possibly because a main actor may not have delivered their lines as desired or a horse pulling a wagon didn’t occur when it was supposed to happen. In creating communications for clients, I’m usually at the mercy of their timing, too: when they need me to create a communications plan, when they decide they could use help, when they have enough information to share so I can get started, etc. All workable, and the sooner a client can reach out and provide details, the better!
Be okay with giving up control sometimes. In my work with clients, I create my recommendations based on best practices to align with their situation and the information they provide. In the end, however, the client decides if they want to use everything I provide or change some wording, perhaps. On the film set, I could choose the days that I worked, but I had no say in when I would be called to the set, could eat or even use the restroom. All timing during the film day was determined by the client.
Stretch your comfort zone. Clients sometimes reach out to me because they find themselves outside their comfort zone, especially when faced with a crisis. Often, I may encourage them to go beyond their comfort zone to achieve the communications or business objective. On the film set, I was styled to look like I was from the 1860s. In one role, I sort of looked like a scruffy Indiana Jones type with brown suede coat and hat. Kind of cool, I thought. In another role, I looked like Yosemite Sam with voluminous hair and formal attire. Kind of silly, which leads me to my next point:
Don’t take yourself too seriously. Fun in the workplace is a sometimes overlooked amenity, but it’s so important for so many reasons. If you can’t have fun at work, then I’d encourage you to think about moving to a job where you can. I love developing relationships with clients, where we can laugh and enjoy working with each other.
Be sensible and know what’s appropriate for the situation. Challenging conditions became exhausting with 12+ hour days, 95-degree heat and night-time shoots from dusk to dawn. There was no way I could have physically been on set on back-to-back days and, fortunately, I didn’t commit to that up front. I was thankful I took a cautionary approach. In my work as a communications professional, sometimes a cautionary communications approach is warranted, sometimes a bolder approach is best. It all depends on the situation and circumstances, which I help my clients assess.
Finally, don’t pass up the opportunity to experience something special with family. In fact, seek it out. When my kids were young, I always worked to be able to attend their game or performance or whatever was important to them. In this case, my son Jack was home for summer break from college, where he was studying film production. He also applied and was selected for a couple of roles. We had the opportunity to be on set together one day, which is a memory we will always share.

So, would I be an extra again? Absolutely – schedule permitting! The start of a new career? Not likely. But the casting company actually reached out to me a few months later and asked if I could be available for the feature film Origin. Unfortunately, it didn’t work with my schedule. My communications work comes first.

If you’re curious, the series I worked on is Manhunt on Apple TV+. You can find me in several shots midway through Episode 2 during Andrew Johnson’s inauguration party. More commonly, you can regularly find me helping clients with their communications needs. Just reach out if you’d like to discuss what I and my colleagues can do for your company.

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What Leaders Can Learn about Communication Preparedness from the Coronavirus

April 2, 2020

All businesses and other organizations have been consumed with communicating to employees, customers and clients, members, suppliers, investors and other stakeholders about how the coronavirus is impacting each of them. Now that we’re a few weeks into this, has anyone paused to think about all they’ve had to do over the past several weeks to deliver what hopefully has been effective communications? How prepared were you for this crisis?

While many organizations are still working through how to keep their businesses running, there are likely very few that have yet considered how their responses to this situation could have been better. If you’ve not yet done so, conduct an “after-action review” to identify what worked well and what could have been better. This should follow the execution of every communication strategy, especially when due to a crisis. And you don’t have to wait until the pandemic is over to review and improve.

As organizations are cutting back, not knowing how long the coronavirus pandemic may adversely impact their businesses, I’m hearing of instances where communication resources are being cut. Unfortunately, this happens every time the economy turns south.

Rather than cut back on communication resources, think about how you can use them to better inform organizational decision making and strengthen your organization’s culture and brand. If you don’t have a crisis communication plan, insist that one is created for your organization. What and how you’ve communicated thus far in response to the coronavirus pandemic can serve as a start to a crisis communication plan to help you through future crises. And, all of this can be created remotely!

Prior to the onset of the coronavirus pandemic, a client asked me to develop a crisis communication plan for their company. I delivered a comprehensive 50-page plan while working from home.

If you’d like to know more, let us know. We would be happy to help.

Stay safe!

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8 Critical Steps for a Flawless Technology Launch

By Jim Burke and Robert Herta

Published June 30, 2017 in biztechmagazine.com

CIOs and IT teams face more demands than simply implementing new and improved turnkey technologies. Leadership teams are challenging them to identify and implement digital innovations that streamline work processes, drive efficiencies and support the growth of the business.

A large Fortune 500 client recently launched a series of global technology tools as part of a transformation and cost-savings initiative to improve business results.

The launches required careful planning, including an integrated communications system across countries, cultures, business units and functional areas. It was essential that we, as professional communicators, worked side by side with the client, technology partners and integration providers to align the communication plans with the technology project plans.

Tips for Successful IT Deployments

It all starts with the planning. Involving the right people early and establishing an organizing principal for both the launch plan and communications approach will increase the chances of a successful launch and minimize disruptions to your business.

To help ensure that your technology launch is well understood, accepted and — ideally — embraced, here are eight steps for success:

Focus on the benefits, and understand the promise of the technology. What are the capabilities and limitations of the new technology? What’s the expected timeline for deployment? Will it be a single “big-bang” launch, or will the technology be rolled out in waves over weeks or months?In developing your communications plans and timeline, it’s best to work backward, starting with what needs to be communicated on launch day and then determining what needs to happen in the days and weeks leading up the launch.
Define audiences by relevance. Who are the users: power users or occasional users? Where are they? Are they internally, externally, locally, regionally, globally or functionally based? Will customers or suppliers interact with the technology? Are there language, cultural or training barriers? Which leaders and other influencers can help drive the change and communications? Is the technology something that you want to talk about with the media, or would you prefer not to discuss it outside of the stakeholders involved? Either way, you need to be prepared to respond to a media inquiry.
Identify the technology but avoid “branding.” What is the simple and easy-to-identify name for the new technology that will resonate with users? The more you can include users’ input in the naming, the more likely they will engage. If the technology is global, be sure to get input from other countries and regions. Think strategically on the timing for revealing your brand. If it’s closer to the launch, it will minimize user confusion. Be careful not to “brand” the effort so as not to create a campaign. Technology investment is a differentiator in business and must be seen as such.
Develop a compelling narrative. There needs to be an overarching storyline built at the outset. This narrative serves as the foundation for different levels of messaging. What will change for each audience? Power users will need more details and will probably be influencers for others. Give special attention to the messaging for each audience so they can fully understand the rationale for the change, how to use the new technology and even how to help others.
Communicate with users through numerous channels, especially face-to-face meetings. Which communication channels will best reach your audiences with their preferred method of receiving information? Are there face-to-face meetings you can leverage to prepare users for the change? How will you engage leaders to help communicate the messages leading up to launch day? What mechanisms can reinforce the messaging after launch? The key here is to ensure users are receiving consistent messages in multiple channels.
Know your risk profile. What are the risks to your company? How do the communications plan and timeline address the risks? Think about what your contingency plans will be if the launch doesn’t take place for whatever reason and how you’ll communicate it. Ensure that you have a consistent message to communicate confidence in the mitigation plans that address any issues.
Address questions in a fluid manner. How will you field questions? How will they be answered? Make sure you have a document with frequently asked questions and answers that can be updated as issues emerge. How will issues be escalated? You’ll need a means for sensing and quickly responding to users’ issues. If you don’t provide that avenue, users will find their own way, such as taking to social media. Monitor social media, and stay close with the project team beyond launch so you can make recommendations to appropriately address trends and hot issues.
Constantly ensure you’re delivering on the promise. How will you measure the effectiveness of communications? How will you provide updates and communicate successes and areas for improvement? Be sure to think long term (beyond the launch) and create a sustainable communications strategy for operational communications.

Launch Technology Right the First Time

Following these steps allows for a more flawless launch effort as the new technology gains user acceptance.

To borrow a cliché, you want to get it right the first time. Relaunches are expensive, and they can adversely affect your organization’s credibility and sour your audiences on the brand. Plan and prepare accordingly.

Take the time to involve the right people early, immerse yourself in the technology itself, and spend time up front understanding the culture and how people learn. These inputs will be the basis of a comprehensive communications strategy designed to accelerate the process.

Beyond the launch, the only metric worth noting will be how quickly and seamlessly the business adopts the new technology.