Companies take pre-packaged news to another level; Rather than simply sending out a press release, big companies are putting together websites, complete with video interviews, slideshows and “asset packs” of relevant documents

Last updated: February 7, 2014 11:22 pm

Companies take pre-packaged news to another level

By Brooke Masters

Treat the corporate trend with the same scepticism as for political ads

This week saw an escalation of the new corporate trend toward pre-packaging the news. Rather than simply sending out a press release, big companies are putting together websites, complete with video interviews, slideshows and “asset packs” of relevant documents ahead of big announcements.

While other companies have tried it, Microsoft took this technique to a new level on Tuesday with its announcement of a new chief executive, new chairman and the partial return of founder Bill Gates to active management. There were three slickly donevideos, two lengthy emails to employees and a series of photos that appeared to position Satya Nadella as an older version of Facebook’s Mark Zuckerberg, complete with hoodie. CVS Caremark, the US pharmacy chain followed up a day later with a “multimedia press release” package about its decision to stop selling tobacco products, complete with three videos and a Twitter hashtag.

The appeal of the method is easy to see. Videos and emails allow groups to speak directly to their customers without the intervening filter of a sceptical reporter.

Microsoft’s video of Mr Nadella had been seen by 342,000 people on YouTube by Friday morning and the actual reach of these press packages is far bigger. In a world of shrinking newsroom resources and rapid response websites, many reporters and bloggers are only too happy to accept information they do not have to hunt for. The Microsoft photos and videos were widely linked to and reused during the coverage, and Mr Nadella’s email to staff was instantly dissected and republished.

But there are pitfalls. Burberry’s video last October, in which its chairman interviewed both its incoming and outgoing chief executives about the newly announced transition, is a study in awkwardness. “I’m sure you are as delighted as I am,” the conversation begins. There is a reason why Microsoft’s online interview with Mr Nadella is conducted by someone who acts like a journalist.

Some companies go even further. Coke has been experimenting with what it calls brand journalism, shooting its own videos and writing its own news stories. This week the “Coca-Cola Journey” site features articles on cool co-working sites and a photography spread about a US Navy aircraft carrier – as well as more predictable items about Coke’s Super Bowl advertisement and a new corporate tie-up with Keurig, the coffee pod maker.

Company-shot interviews by their nature shy away from difficult questions. But what they avoid can be as instructive as what they include. Microsoft’s video package positioned Mr Nardella as a poetry-loving champion of the company’s culture. Cynics might wonder if the company was trying to shift attention from its failure to recruit a big-name outsider.

Burberry’s decision to have outgoing chief Angela Ahrendts brag about her strong team – “I am proud of what we have built” – seemed to be aimed squarely at investors’ doubts that her successor Christopher Bailey, the chief creative officer, had the financial and management wherewithal to take over.

Customers and investors would do well to approach these pre-packaged news stories with the kind of scepticism usually reserved for political advertising.