Telecom PR: Better Read Than Dead
In olden days the news arrived by fax. Go further back –”posting” meant literally “by mail.” What’s old may be quaint as yesteryear’s iambs. ‘Twas usually read, though, e’en when carried ‘pon snail.
With Web 2.0, it is said, Everyman is the media. Like the best of the Old Guard, responsible members of the new “press” know their duty to quality content. The rest blare, blurt, bleet and tweet whatever comes to mind, if you choose to call it that. Autonomic impulse carries over into announcements. Touch a nerve, out comes a press release. Companies issue “news” even when it isn’t, compelled to say anything as long as it’s something.
Pygmy news on tiny network investments. Hall-of-mirrors stories that repeat what was said the week or even day before. “False mustache” datelines that promise revelation, then segue to opinion. Commodity news on “breakthrough” wireless apps that prove as alike as, well, iPeas in iPods.
Many argue that relentless news flow drives momentum. Know whether you’re careening up hill or down. That depends on the news value of what’s said.
Time is precious in the news business. Better to make just one great announcement per month than pack every waking moment with sweet nothings that, to real press, are DOA.
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