Attend any conference on distance learning and you’ll hear lots of enthusiasm for instructor videos in online courses. Whether they’re DIY webcam course introductions or sophisticated in-studio productions, the general belief is that more video equals a better course. I’ve long been an advocate for increasing the use of instructor video, but lately I’ve come to the conclusion that not every instructor is ready for show time.

Why? Mostly it’s because the qualities that make for a good video require skills and attributes that aren’t necessarily found in all, or even most, faculty. Engaging images and narrative aren’t usually what’s presented in a classroom PowerPoint. Brevity is a must, but many academics lecture even when coached not to. Ease and comfort on camera are essential, but I’ve seen too many recordings that feature white-knuckled instructors gripping a podium and staring blankly into the middle-distance.

This isn’t the fault of the instructor. Writing for media and performing for video are specialized skills not part of the typical Ph.D. program. And I’ve been guilty of handing faculty a couple of video production guideline documents, offering some generalized tips, and then being disappointed when the results are less than desired.

No more. I’ve decided that I need to be involved every step of the production process, from ideation to script review to preproduction rehearsal and on-site coaching and art direction. It will be a much longer and labor-intensive process, but I think it’s absolutely necessary to get results that everyone can be proud of.

I’ve also come to the conclusion that some faculty just aren’t able to appear on camera in a way that adds value to their course. While unfortunate, it’s a fact that a stiff, sweaty delivery by a visibly uncomfortable professor leaves a poor impression of his or her abilities as a teacher and, by extension, the program or school. For them there are other ways to add social presence. I’ve worked with faculty who are clearly unsuited for video but who produce really engaging audio podcasts. It would be irresponsible for me to insist on video when using audio gives a much better result.

So are instructors ready for show time? A few are, some others can be made ready, and some will never be. The challenge is to identify which media best suits an individual faculty member, diplomatically guide them to that media, and then follow through with lots of hands-on direction and oversight.