A newspaper article may have once been Monday’s news and Tuesday’s birdcage liner, but with more and more newspapers posting and archiving content online, news articles are experiencing a much longer shelf life and longevity.
Case in point, the Orlando Business Journal recently reported Orlando making a Fast Company list of “Best Cities for Innovation.” The OBJ report was posted online on May 8, 2009 and the Fast Company article ran in the June 2008 print edition. Was Orlando or the 11 other cities any less of an innovation hotspot from the time the article published? Of course not. If anything, projects that landed Orlando on the list (University of Central Florida’s Med School, Burnham Institute for Medical Research) have grown by leaps and bounds and Orlando has more reasons to call itself innovative than it did in June 2008.
This scenario presents an amazing opportunity for PR professionals garnering media coverage for clients. When an article lives in perpetuity on the Internet, a client’s message endures through archives and Google searches. As C&P teaches in our Message Matrix Training®, news is anything you didn’t know yesterday. With information so readily available on the Internet, chances are that relevant messages will endure much longer than its print date.