HIA’s own Regional Executive Director WA, Cath Hart, is an advocate of video content and could not agree more. ‘It felt so weird at first – but the trick is to think about talking to a friend or family member so that you’re relaxed,’ she says.
For the former journalist and communications director, creating engaging content has always been in her blood, and she is aware that people still like to consume differently.
‘Some people like reading emails from a desk, others want to have something they can watch or listen to, so it’s really about having a complete toolkit so we can reach all of them effectively,’ Cath says.
‘The bottom line is that all HIA members want timely, accurate and insightful content. They rely on our updates to make important decisions in their businesses so it’s my job to deliver that.’
But, referring back to the need for an instant hook, Cath points out: ‘This kind of communication needs to have the main point up first. People won’t stick around for you to spend three minutes introducing yourself and giving lots of background; you just have to crack on with it.’
And when it comes to being in charge of your own messaging, Cath has observed that there is a chance for reach not capable before. ‘Consumers’ appetite for content has changed so much over the past 15 years – people need things to be really impactful and succinct. Video is a great way to do that, particularly during a big event or crisis,’ she says.