"Virtual reality has repeatedly been called an 'empathy machine,' and filmmakers and advertisers are flocking to the nascent technology to leverage its emotive connectivity." - I-Hsien Sherwood, "Tech and sympathy: Is VR the ultimate emotive storytelling tool?" in Campaignlive, April 18, 2016. Here is the article.
The typical assignment is to research and ghostwrite an opinion-editorial for the chief executive officer of X corporation. The company already has secured the placement in The Wall Street Journal. The subject is common sense in the healthy eating ethos. The company's public relations agency will drop a pile of data on me, ranging from scientific articles published in reputable journals to polls.
That was then. Once virtual reality becomes a standard tool in communications, all of us content marketing providers will start a project very differently. Those of us range from ghostwriters such as myself to copywriters at ad agencies.
The preliminary step will be to experience, via virtual reality, the minds and hearts of the target audiences. Only then will we be allowed to gain access to the data. All that information will have to be filtered through what the team learned from virtual reality. Revisions will be made based on the insights gained from virtual reality.
Obviously, virtual reality could be leveraged to make communications both more effective and more cost-efficient. That could open the gates to the big time, such as publication of opinion-editorials in brandname establishment media, to smaller businesses such as mid-sized companies. Finally, there will be more of a level playing in establishment media. Experience and research show that's where clients want to be.
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