Corporate communication: A rare example of keeping it real

ParisaPlenty of companies could be telling great stories that would get them noticed. But so often the dead hand of corporate  ’messaging’ renders their communication turgid and lifeless. As a result, most people don’t make it past the first paragraph and the opportunity is lost.

That’s not the case for NIBR, the R&D arm of Switzerland-based pharma Novartis. Even though most of their work is done by PhD-laden experts, they are making a concerted attempt to talk about it in a way that’s engaging even to non-scientists.

In A Personal Quest to Prevent Blindness, NIBR get their message across by telling a compelling human-interest story. They use clear, accessible language, keep things short and sweet, and make smart use of video alongside the written word. There’s hope for corporate communication yet.


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