[Editor's Note: As PRNEWS ramped up for its Thought Leadership Masterclass Part II on August 12, we sat down with Katie Suiters, lead trainer and strategist at Brighton Media, ahead of her session on “Positioning the C‑suite Through Video.” In this exclusive Q&A, Suiters draws from her extensive experience working with executives across industries (and also as a former TV producer) to share practical guidance on how senior leaders can step in front of the camera and truly connect with their audiences. As she puts it, “preparation is everything”—a lesson she brought to life during the masterclass tailored for navigating today’s evolving video‑first ecosystem.]
PRNEWS: You work with executives across industries—what are the biggest video mistakes you see C-suite leaders make when trying to show up as thought leaders?
Katie Suiters: If I had to boil it down, the biggest mistake is not preparing, and that can show up in multiple ways. It typically starts with having no clear intention. Leaders end up either too scripted or too loose, and in both instances, the message doesn’t land. Another big one is energy. The way you show up on camera needs to be way higher than in-person to have the same impact (and it can feel unnatural at first!).
PRNEWS: How has the rise of platforms like LinkedIn video, YouTube Shorts, or even internal company channels changed how leaders need to show up on camera?
Suiters: Newer platforms have totally changed the game and created so many more opportunities for leaders to connect with the audiences that matter to them. Video used to essentially mean broadcast interviews. Now it can be 30 seconds on LinkedIn, a company-wide internal update or a long-form podcast appearance. But the fundamentals are still the same, and authenticity rules no matter how and where you show up.
PRNEWS: That being said, are there video formats or styles you’re seeing work especially well right now for thought leadership—like Q&As, explainer videos or behind-the-scenes content?
Suiters: Video-recorded podcasts are having a big moment. They act like a more long-form, broadcast interview: the kind where leaders can actually go deep and tell compelling stories, without the risk of being cut off. You can also repurpose and cut down those appearances for social, which is a huge plus (I see those everywhere). That said, comms leaders should always vet the opportunity and be honest about whether the format fits their executive.
PRNEWS: Is there a sweet spot for video length when it comes to thought leadership content across different platforms?
Suiters: It depends on the platform. In general, shorter is better. Social media like LinkedIn, TikTok and Instagram all seem to reward tight, high-impact video. I’m not personally an SEO expert, but I’ll be sharing some of the data behind this during the session. Even without numbers, you can’t go wrong with a strong hook and a clear, concise message. (And I always lean shorter!).
PRNEWS: What’s one underrated video tactic or technique that you wish more comms teams would use when showcasing their leaders?
Suiters: Repurposing! I’m always surprised by how much good content goes to waste. A great internal town hall (even recorded on Microsoft Teams) or a strong quote from a media interview can turn into multiple short clips, quote cards or talking points. One bonus: this isn’t a video tactic, but having a living (short!) messaging doc that any spokesperson can access can be a big help.
PRNEWS: Your upcoming session at the PRNEWS Thought Leadership series is all about positioning execs through video. Without giving too much away—what’s one thing attendees will walk away with?
Suiters: A clear roadmap. We’ll walk through how to identify the right video opportunities, how to prepare for them and how to measure success based on your goals. You’ll leave with a strategy you can use, and practical tips to bring back to your leadership team.