I have watched several webcasts recently related to my hobbies. While they were all informative and worth my time, they suffered from many of the same faults. The content was great but the production values were abysmal.

First off, let’s separate “web conferences” from “webcasts.” A “web
conference” is the Internet equivalent of a conference call. A bunch
of people in distant parts of the world gather at an agreed upon time
to hold a meeting. They each wear their headsets and watch each other in windows on their monitors. That is not “webcasting."

A “webcast,” like a “broadcast,” is a one-way communication medium. Like a broadcast, I believe that there is an expectation of quality from a “webcast” that is not expected of a “web conference.”

The problem derives from the fact that most new computers come equipped to do “web conferences,” and that equipment is used to do “webcasts” with inappropriate quality results.

Many of your companies produce webcasts. They don’t need to look like a network news broadcast, but they should project a professional image or your company. There are three basic ways to do this. The first is to hire an AV company to handle the production and create the file you send to your web hosting provider. The second is to do it yourself, but do it reasonably well. And the third is to plop your laptop at your desk and produce something that does not reflect a professional image of your company.

The first option does not have to be expensive. A technician with one or two cameras on tripods, a switcher, a couple of microphones, and a small studio light kit can produce high-quality video in any relatively quiet room. Seat your presenter in front of a banner with your logo, and you're ready to rehearse. While I would recommend finding a reputable audio visual company, any experienced freelance video technician can do this. To minimize distractions, you could make your recording in a conference room at the AV company’s offices. Take your time and rehearse your presentation. Repeat the program several times and edit the best portions of each to create the final product.

The second option involves more of your time. Buy a decent camera, microphone and a small studio light kit. Hang a banner with your logo behind the presenter and rehearse until you can give a professional delivery. It is not reasonable to expect to get through more than a few minutes of presentation without some error you would like to edit out. Plan for it. Edit the completed files and send the final to the web host.

The third option is what I have generally seen. I even listened to one webcast which had telephones and a busy office in the background. You can do it this way, but I am considerably less likely to buy anything from you if you do. I will take all the free stuff you offer, but do not expect me to send you money if this is the quality of the product I can see.

The simplest and cheapest things you can do to improve your presentation quality are to find a quiet room to make your recording and add a logo banner behind your presenter. Review the final product several times before you post it.

A webcast is a part of your corporate image and should be taken seriously.

Bob Cherny works in sales at Paradise Show & Design. For more information, visit www.paradiseshow.com.