Book Review: "Leadership in Focus: Bringing Out Your Best on Camera"

By Chrissie Cluney August 23, 2017

In today’s society, people use emojis. We send messages with memes and gifs. We prefer pictures and videos instead of the written word. In regards to advertising, companies are branching out into this type of advertising method.

For this reason, Vern Oakley’s book, “Leadership in Focus: Bringing Out Your Best on Camera” (Greenleaf Book Group, 2017) is an important book to read for anyone in the advertising world whether you’re thinking about being in front or behind the camera.

Oakley first describes his idea of video communications and film to be more specific. He believes that it’s not only full-length productions, but also smaller pieces intended for companies’ or organizations’ websites in order to promote understanding among the people who view the video. The purpose is for those viewers to take some type of action in the hopes of furthering the company’s or organization’s messages or to make a purchase of what the company is advertising.

Oakley breaks down his ideas into four, easy to understand sections. “Leadership in Focus” begins with describing the steps the process takes to prepare to record a video. In addition to describing the crew who might participate and the benefits of video use in any sized organization, Oakley delves into the impact a leader who connects with their audience has to inspire their employees to drive real progress. He offers real-life examples from working both behind and in front of the camera. He emphasizes the importance of being your best, authentic self through your words, actions and personality on film.

What will people in the video advertising field take away from this book? “The return on investment will be a stronger connection to those they want to reach; heightened respect, prestige, and interest in their organization; a stronger brand; and a longer-lasting legacy,” said Vern Oakley, author, “Leadership in Focus: Bringing Out Your Best on Camera”.

Oakley knows the business because he is currently CEO and creative director of Tribe Pictures. This company has assisted in the launch and re-launch of major brands and new products and positioned companies to their financial stakeholders. Tribe Pictures has documented social responsibility programs, helped raise billions of dollars for major capital campaigns, and recruited new employees. The company has also celebrated organizational milestones and supported trade shows, global webcasts and crisis communications.

“Leadership in Focus” also discusses many topics that are important to understand from an advertising agency’s point of view to assist clients to get the best experience and publicity for their advertisement. The power of video is to impact company culture, the bottom line and the legacy of a leader.

Oakley offers his readers tips and thorough guidance on how to be their authentic self in front of the camera in order to build stronger connections with your team, employees, investors or other stakeholders. The book also discusses why video is second only to face-to-face interaction in terms of creating a human connection. The how-to, which is for the video advertising industry also describes video advertising as the best communication medium to move your audience to action. The topic of understanding the world of video in today’s visual society, from formats and capabilities to uses, strengths is also written about.

Vern Oakley’s helpful and beyond insightful book is an essential read for anyone in the advertising world, from the top exec to the actor or actress who booked the video.

Edited by Ken Briodagh
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