Video is one of the most powerful tools available to LKNConnect for building trust, increasing visibility, and strengthening relationships throughout the Lake Norman community.
Every interview, feature, podcast, and video should educate, inspire, and connect viewers while helping local businesses, organizations, and community leaders tell their stories in an authentic and engaging way.
Our objective is not simply to produce videos.
Our objective is to create conversations that build relationships.
LKNConnect is not a television station.
We are a community media network.
Our videos should feel:
Viewers should feel like they have been invited to sit down and join the conversation.
Professional quality is important.
Authenticity is even more important.
People connect with people—not productions.
Every video should accomplish one or more of the following:
Every interview should provide value before promotion.
The host represents the LKNConnect brand.
A successful host:
The host is not the star of the interview.
The guest is.
The host’s responsibility is to help the guest tell their story.
Preparation creates confidence.
Before recording:
Preparation allows the interview to feel natural rather than scripted.
Before every interview, understand:
A prepared host asks better questions.
Better questions create better conversations.
Prepare questions that encourage conversation—not one-word answers.
Good questions begin with:
Avoid questions that can be answered with “Yes” or “No.”
Every interview should feel like a conversation—not an interrogation.
Successful interview techniques include:
Some of the best moments happen when the conversation goes beyond the prepared questions.
Although every interview is unique, most conversations naturally include:
Introduce the guest and explain why viewers should care.
Help viewers understand why this conversation is worth their time.
Help viewers get to know the person behind the business or organization.
People connect with people before they connect with companies.
Discuss:
Encourage storytelling rather than memorized answers.
Explain how the guest contributes to the Lake Norman community.
Help viewers understand why this business or organization matters locally.
Invite the guest to share:
This often becomes the most memorable part of the interview.
Provide a natural invitation for viewers to:
Avoid making the closing sound like a commercial.
Guests perform best when they feel relaxed.
Hosts should:
Relaxed guests tell better stories.
Remember our philosophy:
People watch interviews to learn something interesting—not to watch advertisements.
Focus on:
Promotion naturally follows trust.
Every interview should answer one important question for viewers:
“Why should I trust this person or organization?”
Trust is built through:
Trust cannot be scripted.
It must be earned.
Every LKNConnect video should reflect the professionalism and credibility of our Media Network.
All videos should be recorded using the following standards:
Record Once. Distribute Everywhere.
One recording should support multiple platforms.
Whenever possible:
Avoid distracting camera movement.
Whenever possible:
Good lighting creates credibility.
Poor audio can ruin an excellent interview.
Always:
Viewers will forgive average video.
They rarely forgive poor audio.
Choose locations that are:
Whenever appropriate, let the background reinforce the guest’s story.
Every interview should include supporting footage.
Capture:
Whenever possible capture:
5–10 B-roll clips
Each clip should generally be 5–15 seconds.
Good B-roll transforms interviews into visual stories.
Mistakes happen.
When they do:
Do not apologize.
Do not stop recording.
Authenticity is more important than perfection.
Every completed interview should be submitted as one organized folder containing:
A complete submission package allows production to begin immediately.
Every featured guest should provide a professional-quality headshot whenever possible.
The preferred photograph should be:
If a professional headshot is unavailable, a high-quality portrait may be substituted.
The guest’s photograph becomes an important part of the article, promotional graphics, social media campaign, and future marketing.
Every recurring LKNConnect host should maintain a professional headshot.
Host photographs should be:
Consistent host branding strengthens both the individual and the LKNConnect Media Network.
Whenever possible include additional photographs that help tell the story.
Examples include:
The more visual assets available, the more opportunities exist to build visibility.
Every completed interview should receive professional post-production.
Typical editing includes:
Editing should enhance the story—not distract from it.
Every interview becomes part of the LKNConnect Visibility System.
Each completed interview should generate:
One interview creates multiple opportunities for visibility.
Before publication verify:
✓ Video quality
✓ Audio quality
✓ Guest identification
✓ Business information
✓ Correct spelling
✓ Professional graphics
✓ Proper branding
✓ Links and contact information
✓ Overall presentation
Every published interview represents the LKNConnect brand.
Never:
Preparation creates confidence.
Confidence creates better interviews.
Many interviews simply promote businesses.
LKNConnect introduces people.
We tell the stories behind the businesses.
We celebrate the people who make Lake Norman special.
We build trust before promotion.
Our viewers should feel like they have just met someone they would enjoy talking with over a cup of coffee.
That feeling creates lasting relationships.
Every interview should reflect these three principles.
They define the LKNConnect experience and distinguish our Media Network from traditional promotional media.
When viewers trust the conversation, they naturally trust the people, businesses, and organizations we introduce to our community.
