Journalist turned PR pro: ‘Traditional PR is … potentially unwatchable and unreadable’

Dan Sloan is among the many former journalists recruited by Nissan to run its newsroom, a prime example of ‘brand journalism.’

Ragan Insider Premium Content
Ragan Insider Content

A prime example of this is Nissan.

The Financial Times recently published a story highlighting the car company’s newsroom approach to PR. The article, which can be accessed without going through FT‘s paywall here, highlights a recent trip by Nissan CEO Carlos Ghosn to an earthquake-damaged plant in Iwaki, Japan.

“The outing was typical for one of the industry’s most publicity-friendly CEOs. But the camera crew were not journalists, or subcontractors hired to film the event. They were employees of the in-house ‘newsroom’ Nissan created in April.”

The footage was streamed on YouTube and a rough-cut and polished cut were posted in Nissan’s online newsroom within hours.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.