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The growing importance of breaking news online
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The culture of breaking news
• Advent of web, social media & tools such as Twitter have meant that immediacy has become a currency for quality.
• Being there first now a major selling point of news organisations (growth of newswires)
• Competing news sources and multimedia types means the news gathering process has become trickier
Diversity of communication• The Internet’s many and varied uses have led to an
abundance of different media, each best suited to their own purpose
From @mtargettuk’s “Tree of Communication” presentation
+ +
+ =
EventFrom @mtargettuk’s “Tree of Communication” presentation
Event
News story
Feature
From @mtargettuk’s “Tree of Communication” presentation
Event
News story
In depth
Blog post
Message board
Video Landing page
Email alert
Poll
#tags
Photos
Photo gallery
GraphicsAnalysis
Comments
Animation
Email newsletter
From @mtargettuk’s “Tree of Communication” presentation
• Harnessing the hyper local nature of Twitter to break news quickly from the ground
• Recommend following news the traditional wire services on Twitter, as well as
@BreakingNews
@Reuters
@AP
B2B’s strengths
1. Expert technical knowledge (e.g. David Learmount commenting on safety)
2. Great experience of industry
3. Key industry contacts
4. Some kind of other USP (data, technical art, images etc)