A story in the FT about Nissan using video instead of traditional press releases. They are on the right lines with this venture. Video content is slowly overtaking written PR – but will be effective only if it’s done well. That’s why Nissan, while retaining editorial control over the finished package, did not try to do it themselves but handed it over to skilled ex-journos from leading broadcast news organisations. As a result the video looked and sounded very newsy. Dan Sloan is right in saying that it wouldn’t have worked if it had looked like state TV – getting ex-broadcast journalists involved is a smart way to avoid this as you are much less likely to end up with content that simply regurgitates corporate messaging.
The only thing missing from the video, I thought, was some archive pictures of the earthquake devastation.