Tag Archives: american airlines

So… American Airlines filed for bankruptcy yesterday and they issued an online video. They get in front of the issue and we get a valuable lesson.

First, some kudos… American Airlines officials clearly understand that video is a terrific way to reach millions of people. I’m glad to see them explaining the situation using the medium.

Second, some advice for you… the business leader, marketing professional, public relations expert. Ditch the script.

American’s CEO is clearly reading from one and it makes him sound… corporate… like a phony. Not to mention the legalese at the very beginning… talk about stripping away any notion of sincerity.

Video is all about emotion, so speak from the heart. This goes for any video, whether it’s a basic profile on your company or breaking bad news to employees, stockholders, and customers.

Go ahead and write down some bullet points, but don’t script a speech. It just doesn’t sound genuine.

In the end, you still get to control the message whether you script it in advance or not. It’s your video. You don’t have to post it unless you feel like it will work for you.

–Tony Gnau

Soldier Field, Chicago

Alright PR and marketing pros… you like planning ahead, right? Mark Veterans Day 2012 on your calendar and copy this blog post as a note. Here’s a great way for businesses to honor that day.

I spotted this American Airlines video on Facebook last Friday. It’s a very simple video the company produced to honor the veterans who work for the airline.

The video itself is just okay, a little long, but I love the idea. I’m a big fan in general of featuring employees in corporate videos, and honoring a company’s vets on Veterans Day is something everyone can do.

Remember, video is all about emotion. You want material that connects with your audience.

Our veterans stir emotions for millions of us. Showing how a comany supports them is a great way to build a connection with clients and prospects.

–Tony Gnau

Storytelling doesn’t need words, but it does need a story. That little ditty came to me after watching a video produced by Italian automaker Alpha Romeo.

The video uses time-lapse photography to show a concept car being assembled.

Did I miss something? Is that it? There’s no voice track or interviews to tell us anything about the car or the car show where it was displayed.

All it does is leave me wondering. What was I supposed to get from the video? Is the message simply, look at this cool car? I guess if I have to ask what the message is it’s not very good.

In comparison, check out this American Airlines video I highlighted last January. Similar concept… showing us an advertisement display being created, but the airline’s video does a great job of delivering a message without any words.

Video is a great medium, but businesses still have to give viewers a reason to watch.

–Tony Gnau