Exclusively exclusive, when everyone is happy to get a scoop
Dr Mumbo lives for exclusives and so too do editors at both The Australian and the AFR.
So everyone would have been happy this morning when tech company Atlassian decided to give the same exclusive, with photos of founder Scott Farquhar, to both publications for this morning’s print editions.
Not only does every child win a prize these days, but every journo gets an exclusive.
Dr Mumbo wonders whether the PR company knows journos don’t always like sharing.
But there’s one thing that’s for sure – there’s never been a better time to be in PR.
There are now more PR people in Australia than journalists I’m reliably informed.
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Gee Mumbo, you should be used to this by now. Specialist media often breaks stories that appear days later as “EXCLUSIVE” in the main media.
Or maybe they mean “exclusive” in the sense “excluding or not admitting other things”. Such as print newspapers not admitting that on almost every occasion they are following specialist online publications.
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Can’t the direct source (Atlassian in this case), just update their blog and share it on social media? Those who are interested in news from Atlassian (followers / likers), will receive the news. Welcome to 2017.
Unless it is real investigative news: (ABC, The Guardian and to be fair Fairfax do still have a crack), it aint worth a penny.
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“Those who are interested in news from Atlassian (followers / likers), will receive the news.”
And for those who aren’t directly interested in news from (insert brand here), using other outlets enables them to cut through their own brand filter bubble.
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I’ve been offered “regional exclusives” this year. Which translates into being the only person in Asia who gets the story. But someone in Europe and someone in North America each get it too.
The second or third time this happened I came very close to asking the PR if they’d heard of this thing called “The Internet” and how it can be accessed from anywhere in the world …
Anyway well played Atlassian. Lotsa pubs reprint anything those guys say. And StartupLand whining always gets ink
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Offering the same yarn as an “exclusive” to two newpapers? That’s a trick that’s bound to work once.
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I was semi jesting, although if we all relied on News Corp for ‘The News’ imagine how much hatred, fear and lack of empathy our society would possess……..
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