Sometimes the internet reminds us of a simple truth: not every leader wants to be on camera.

Recently, a clip circulated online of Chris Kempczinski, CEO of McDonald's, promoting a new burger product.

The intention was simple: celebrate a new launch.

But the internet noticed something else.

The CEO looked… uncomfortable.

And suddenly the story wasn’t about the burger anymore.

It became a mini case study in something PR professionals understand very well:

Putting someone on camera who doesn’t want to be on camera rarely works.

Let’s talk about why.

The Camera Knows When Someone Is Uncomfortable

You can script a message.
You can prep talking points.
You can rehearse.

But the camera picks up something that’s hard to fake:

Comfort.

When an executive feels forced into a video moment, it usually shows up in small ways:

• stiff posture

• unnatural pacing

• clipped delivery

• awkward facial expressions

None of these things mean the person is bad at their job.

It simply means being on camera isn’t their natural environment.

And that’s okay.

The Most Common Executive Media Mistake

One of the biggest mistakes companies make during product launches or announcements is assuming:

“The CEO should be the one announcing this.”

Sometimes that’s true.

But often the better spokesperson is someone else.

For example:

• a product lead who built the thing

• a customer who uses it

• a founder who loves storytelling

• a frontline employee with authentic enthusiasm

These voices often resonate more because they feel natural talking about the product.

A Better Approach to Executive Video

When a CEO does need to be on camera, preparation changes everything.

Good media prep focuses on three things:

1. Conversation, Not Performance

Executives shouldn’t feel like actors reading lines.

Treat the camera like a conversation with a customer.

2. Shorter Is Almost Always Better

The longer someone is on camera, the more uncomfortable moments appear.

A strong 15-second clip beats a forced two-minute video.

3. Do a Practice Run

PR teams should always run a rehearsal.

Not for perfection — but to gauge comfort.

Sometimes the rehearsal reveals something important:

This person shouldn’t be the spokesperson for this moment.

And that’s valuable insight.

The Internet Is Undefeated

Every PR professional learns this eventually.

Something slightly awkward happens on camera…

…and within minutes the internet is analyzing it frame by frame.

It doesn’t mean the company failed.
It doesn’t mean the product failed.

It just means the internet loves moments of authenticity — intentional or not.

A Confession From a PR Person

I’ve personally been in rooms where the camera turned on and within about 10 seconds I thought:

“Yeah… we’re not using this footage.”

That’s not failure.

That’s PR.

The real skill in communications isn’t preventing every awkward moment.

It’s knowing how to pivot when one inevitably happens.

The Real PR Lesson

Executives don’t need to be perfect on camera.

They just need the right format for their strengths.

Some CEOs shine in interviews.
Some shine in long-form podcasts.
Some shine in written thought leadership.

And some are simply better behind the scenes.

The job of good PR is recognizing that difference early.

Because when the right person tells the story, the product usually speaks for itself.

FAQ: Executives, Media Training, and On-Camera PR

Should CEOs always be the face of product announcements?

No. In many cases a product leader, engineer, or customer creates a more authentic message.

What makes executives look uncomfortable on camera?

Common causes include lack of rehearsal, scripted delivery, unfamiliar environments, or simply not enjoying public speaking.

Can media training fix awkward interviews?

Yes. Good executive media training focuses on natural conversation, storytelling, and simplifying messages.

How long should executive videos be?

Shorter is usually better. Many effective executive clips are 15–30 seconds.

What should PR teams do if an executive video goes wrong?

Pivot quickly. Focus attention back on the product, customer impact, or a different spokesperson.