This was a new one for me in the branded journalism realm. Tech giant Cisco has done a remarkably good job of commissioning veteran tech journalists to write stories without interference. In my experience, Cisco restrains itself from slanting or editing stories journalists write for its The Network site — and as a result, good journalists are willing to have their by-lines there.
More recently, Cisco started commissioning video stories, and this was my first. I interviewed David Wolfe of fashion consulting firm The Doneger Group about the merging of technology and fashion. The questions were my questions. The final piece was my script. Cisco’s video team made it look great and edited it together. And the video got quite a bit of attention. A positive for everyone involved.