The Click Factor: New Media Landscape Gives Spokespeople More Control Over Messaging


When was the last time you read an article online without at least one URL to click on for more information about the topic? For that matter, doesn’t almost every TV or radio news program remind the listener or viewer “go to our Web site for the full interview with…”? In essence, the news outlets are telling us that not all details of the story will be found in the official report, but that most of the supporting facts are only a click or two away. This means that the reporter is more interested in capturing the gist of the story and then supplying the consumer with a means of finding out more information online. This “click factor” is generally good news for the spokesperson; if you are in an interview or prepping someone, this change in how news is presented creates an opportunity to focus on the bigger picture messages and fewer details.

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