How to Prepare Your CEO for an On-Camera Interview (Without Making It Awkward)
For many companies investing in corporate video production, putting the CEO on camera feels high-stakes. Marketing wants clarity. Sales wants persuasion. Leadership wants polish. And the CEO? They usually just don’t want to look uncomfortable.
The good news: great executive interviews aren’t about charisma or memorizing lines. They’re about preparation, clarity, and creating the right environment.
At Bunker Hill Media, we’ve filmed executive interviews across Boston, New England, and beyond – from fast-moving startups to established financial institutions. The difference between an awkward interview and a powerful one almost always comes down to five key factors.
Here’s how to prepare your CEO for an on-camera interview without making it feel stiff, scripted, or forced.
1. Clarify the Objective Before You Hit Record
Most awkward executive interviews happen before the camera is even turned on. The root problem? Lack of alignment.
Before scheduling the shoot, answer these questions:
Who is this video for?
Where will it live (LinkedIn, website homepage, sales deck, YouTube)?
What action should viewers take after watching?
What tone are we aiming for? Visionary, conversational, authoritative?
If marketing wants brand storytelling but leadership thinks it’s a product explainer, the result will feel scattered and unnatural.
When the objective is clear, the CEO can speak with confidence because they understand the purpose behind every answer. Clarity reduces anxiety — and reduced anxiety always shows on camera.
2. Don’t Script It Word-for-Word (Unless You Absolutely Have To)
One of the biggest mistakes companies make is handing their CEO a fully written script and expecting them to perform it. Unless they’re trained in broadcast delivery, it usually backfires.
Word-for-word scripting often leads to:
Stiff delivery
Robotic pacing
Loss of natural tone
Increased stress about “messing up”
Instead, use structured talking points. We typically recommend sending executives 5–7 conversation prompts in advance. Not paragraphs. Not scripts. Prompts.
For example:
“Why did you start this company?”
“What problem are you uniquely positioned to solve?”
“What does the future of this industry look like?”
When leaders speak from ideas instead of memorized sentences, they sound human. And human builds trust.
Even when teleprompters are necessary for compliance or technical accuracy, the language should remain conversational, not stiff corporate copy.
3. Make Them Comfortable (This Is Everything)
You can have the best camera in the world, but if the CEO feels uncomfortable, the footage will show it. Comfort is more important than equipment.
A calm set environment: Executives are used to leading rooms – not being surrounded by silent people staring at them. A smaller, efficient crew helps reduce pressure.
A clear explanation of what’s happening: Walking them through lighting, audio, and framing removes uncertainty. When someone understands the process, it becomes less intimidating.
A warm-up conversation: We always spend 5–10 minutes chatting off-camera before rolling. No pressure. No performance. Just conversation. By the time we hit record, they’re relaxed and focused.
The goal is to make the camera disappear. When an executive feels like they’re in a conversation instead of a performance, the difference is dramatic.
4. Dress, Framing, and Environment Matter More Than You Think
Small details can make a big difference in how polished — or distracting — the final video looks.
Wardrobe Tips
Avoid tight patterns (they can create visual distortion on camera)
Choose solid, neutral colors
Skip overly bright white or neon tones
Consider how the outfit contrasts with the background
Encourage executives to bring 1–2 backup options.
Environment Matters
Where you film says something about the company. An office backdrop can feel authentic and grounded. A clean, minimal setting can feel polished and elevated. A professional video production team can guide these choices based on your corporate video goals.
Audio Is Critical
Viewers will tolerate imperfect visuals. They won’t tolerate bad sound. Properly placed lavalier or boom mics ensure clarity and avoid the “echoey conference room” effect that can make a video feel amateur.
Polish doesn’t come from flashy visuals. It comes from thoughtful details.
5. Interview Technique Changes Everything
The right questions and pacing determine whether the interview feels like a corporate statement or a compelling story.
Strong interview technique includes:
Open-ended questions:
Instead of: “Do you value innovation?”
Ask: “How does innovation shape the way your team operates?”
Pulling stories, not statements: Stories are memorable. Generic claims are not.
Letting silence work: Often the best insights come after a brief pause. Don’t rush to fill it.
Encouraging clarity over perfection: If a sentence isn’t perfect, that’s okay. Momentum matters more than flawless delivery.
An experienced interviewer understands how to guide, redirect, and draw out thoughtful answers without making it feel like an interrogation. The camera disappears when the interview feels natural.
6. Common Mistakes That Make Executive Interviews Awkward
If you want to avoid discomfort, avoid these:
Over-rehearsing to the point of sounding scripted
Talking directly into the lens without context or coaching
Trying to cover too many topics in one session
Shooting without a clear narrative arc
Using corporate jargon instead of natural language
Remember: viewers aren’t looking for perfection. They’re looking for clarity and authenticity.
7. Filming Executive Interviews in Boston: Local Considerations
For companies planning a corporate video shoot in Boston, there are a few extra things to consider:
Permits and building access: Some historic or downtown office spaces require permissions for filming.
Lighting challenges: Boston winters mean shorter daylight hours. Consider your schedule!
Backgrounds with character: Boston offers a mix of modern offices and historic architecture. Both can enhance your video narrative.
Crew familiarity: Working with a local production company, like Bunker Hill Media, ensures crews know the city, logistics, and optimal shooting locations.
Boston-specific planning reduces stress and helps your CEO feel comfortable in a familiar, well-managed environment.
8. What a Great CEO Interview Actually Looks Like
A strong executive interview feels:
Confident but approachable
Strategic but conversational
Clear without sounding rehearsed
Professional without feeling overly produced
The best leadership videos don’t just inform. They build trust — and in industries like technology, finance, healthcare, and professional services, trust is often the deciding factor.
Final Thoughts: Preparation Builds Confidence
Preparing your CEO for an on-camera interview isn’t about turning them into a performer. It’s about:
Aligning on goals
Structuring the conversation
Creating a comfortable environment
Guiding them with thoughtful questions
When done well, the result doesn’t feel “produced.” It feels real.
At Bunker Hill Media, we guide executives through the process so they feel confident, clear, and authentic on camera. Because the best executive interviews don’t look like marketing. They look like leadership.
