Some corporations are turning their backs on traditional media and becoming media companies themselves. It’s easy to see that self-generated and self-run media appeals to corporations especially with decreasing production and distribution costs. According to Tom Foremski’s article, 2013: The inevitable rise of corporate media and Silicon Valley’s disruption of all media, more important than the cost factor are the “media hungry platforms” like Facebook and YouTube which make it easy for anyone from novices to experts to create and publish their own content.
Traditional media companies are struggling to deal with what Foremski calls “disruptive technologies”. His article highlights the Nissan Motor Company which has become a media entity in itself. With a newly-built studio complete with qualified journalists, the auto company is releasing some truly high-quality productions. When asked the simple question of “why?”, Nissan’s global marketing head Simon Sproule explained he felt unconfident that traditional media companies would be able to navigate the abundance of new business models.
It’s not only motor companies that are getting in on the content production trend.
The multinational networking equipment corporation Cisco Systems is getting involved in “brand journalism” too. Their newsroom boasts a team of more than 10 professional journalists who have written for BusinessWeek, PBS, and Forbes. According to PC Magazine editor Kyle Monson in his article, Dispelling the Darkness with Brand Journalism, at its most basic level, “brand journalism involves honest brand storytelling that invites audiences to participate”. While large corporations are able to set up significant infrastructure to engage with consumers, SMEs are just as capable of developing effective messaging that gets results. Infodec Communications works with many companies who have been successful in promoting their services across multiple media platforms.
Infodec Communications: Call us today 02 9531 5595.