I was fascinated the other day with Breaking News On announcement of the White House announcing a press conference via Twitter. What’s amazing about that, is that they announced it via Twitter quite a while before letting the press know via traditional means.
Then this story today about Amazon and Zappos announcing the acquisition of Zappos by Amazon. They did it through company blog and posting a video of Amazon CEO Jeff Bezos. They ignored main stream media calls. Ignored them. The cheeky ValleyWag blog commented:
Bezos cut out the middleman — the press, in this case — big time. And why not? Instead of having to answer boring financial questions, Bezos got to pontificate on Amazon’s history, ostensible focus on its customers, and on his management philosophy. The manic laugher would never have been able to sermonize like this in the Wall Street Journal.
Note: Cut out the middleman. Exactly. I’ve been trying to convince public relations managers, heads of communication, emergency response managers, PIOs, etc., that they days of media-centric communications are gone. Been preaching this since 2001 when I wrote it in my book with the chapter title: You Are the Broadcaster.
Clearly Amazon and Zappos could benefit from all the news coverage around this important acquisition. Clearly they are getting it. Plus a lot of blog talk, etc. But they opted not to go first–or in this case, at all–to the media. Why? Because they are the broadcaster and they know it. The post-media world is here to stay.