Wednesday, September 27, 2006

Where should you break your news?

I'm hoping this is something of a no-brainer. But I'll make my case and then take cover with a tin-hat on.

Your news - provided it is not 100% exclusive (if it's entirely exclusive it's up to you on which channel you release it) - should always be broken online and or via mobile - and not just a 50 word summary.

1. Our users have access to the entire internet (through their phones, too) - not just our sites. Just because we don't publish it, that doesn't mean your users can't find it. We have to deal with life after google news alerts!

2. If we don't publish all the detail/pics included in press release material - someone else will. Our users care enough about the subject to go and find it for themselves - and then tell all their friends about it

3. Holding stuff back for your print publication can only diminish your brand in the eyes of your community because
a) They'll think you're off the pace cos sites which aren't associated with (held back by) print brands will be merrily publishing away
b) Yours will be the only (relevant) site on the web not reporting the event/launch/news in detail.

4. Blogs will make all this redundant anyway - unless you are going to prevent users from publishing good relevent and newsworthy content. In which case, who would use your blogs when so many others offer more freedom?

The trick is to understand this and reposition what our print brands do in response to this. If you've got nothing to add to the press release, why are you running it in print?

This problem will only get worse as internet reach extends and blogging accelerates.

The rate of change is so rapid it's difficult for one person to keep up to speed. Let's pool our thoughts, share our reactions and, who knows, even reach some shared conclusions worth arriving at?