Making news last

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Newspapers are on your doorstep one day and lighting the fire in your lounge room the next – the stories are read and disposed of within a day. Further, long gone are the days when news was read at the breakfast table and watched on the box at 6pm. The internet has significantly changed the way news is delivered and received. Thanks to smart phones, tablets and computers it’s now constantly at our fingertips.

This ever-evolving news practice is in turn changing the way organisations are delivering story opportunities to the media.

Although the traditional media release is far from dead, the importance of making the information contained within the release last is vital.

An exciting aspect of the internet is that it leaves a lasting imprint. Newspapers are out of date within hours, whereas the internet provides a space for continuous updates and content needs to be adjusted to cater for this.

Keeping the message short and simple has always been important, but as most consumers are receiving their news online, videos and images now also have a role to play in attracting attention.

Great visual content is a must. In order to make your stories last, it is necessary to produce content that is attractive to many different audiences. This can be done through high quality images, engaging video content and new ways of presenting the information.

The old saying ‘a picture tells a thousand words’ may be true – but if so, how many words does a video tell? This new online world opens the door for news to live a lot longer, but it also results in greater pressure for content to be more and more engaging.

In contrast, this also means that printed information is there for a lifetime. Rarely do we read old newspapers, but we often find ourselves reading old online articles. This is why it is so important to communicate the right messages from the get go.

Just as the way news is consumed is changing, so must the way it is presented. Instead of being a burden, it appears that the switch to online content gives organisations and communications professionals a new and exciting platform to work with.

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