Here’s a simple, yet effective test for determining whether your news operation fully embraces the web.
Which scenario best describes how you treat a major breaking story on your website?
1) Fully report the story with appropriate copy and video as soon as possible.
2) Provide a detailed summary and alert viewers to full coverage at 5, 6 or 10.
The second option means you treat the web as a stepchild. You’re still protecting your televised newscast as the priority vehicle. You haven’t fully embraced the web.
This strategy may work in the short term, but who knows when the short term ends?
Get ahead of the curve and start fully using the web.
The web is not a vehicle to tease people about upcoming televised coverage or to delay the full release of details. These halfway measures display a limited web commitment to viewers.
A robust web commitment will strengthen, not lessen, your overall news image.
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