A world where people can consume, comment on and make news at anytime means there is no finishing line for corporate comms teams. A press release is helpful, but is not the solution.
And making people wait for a press release that doesn’t tell them anything new is definitely not the solution:
Ready for the big reveal of what @DExEUgov insisted had to be “strictly embargoed” to midnight?
Not just put up on website, oh no.
— David Allen Green (@davidallengreen) August 19, 2017
The best teams we work with do little and often. They recognise the importance of mediums like twitter to say something as soon as they can, rather than wait to approve more information for a press release. This comes along sometime later and may – or may not – have more information.
Organisations are more likely to get dragged over the coals for providing too little information at a later date, than for saying something quickly, even if it’s just a simple acknowledgement of a situation.
The best way to be quick off the line is to empower staff as spokespeople. One person with the permission to talk publicly will always beat an approval process. They’ll also need the confidence to use their online network to spread that message, and be ready to do it on their own, in the middle of the night or the weekend if needed.