How Blogging Can Replace Press Releases

Google uses its blog like a news release center.

Google uses its blog like a news release center.

Why were some people surprised when Google announced major news on its blog this week?

In case you’ve been on vacation, Google announced on Tuesday that it would compete directly with Microsoft by creating its own operating system modeled on Chrome.  The news – which heats up the Google vs. Microsoft tech war – may be the company’s biggest announcement this year.

Google made the announcement as a blog post – at 9:37p.m. EST.  The question should not be why Google decided to break the news on its blog – but why wouldn’t they?  The Official Google Blog has more than 492,000 subscribers.  The Google blog is the ninth most read blog in the world, according to Technorati (with about 30,000 other blogs and web sites linking to content there).  When the Chrome news was posted hundreds of other blogs from around the world immediately linked to the news – opening up just as many new channels to hundreds of thousands – and perhaps millions – of other people.

Then the news got picked up by Twitter, FriendFeed and other social media channels and the buzz went completely viral.  It was only a matter of time before the traditional and online media caught up and started to write articles about it (more than 3,000 in less than 24 hours).  Take TechCrunch’s post on the news, for example.  TechCrunch was on it fast.  It’s single post on the Google news received 547 comments and was retweeted on Twitter 1,236 times.  The post was also linked to from dozens of other blogs.

And keep in mind, this is just the TechCrunch’s story on the news.  More than 3,000 other publications covered the news – from the New York Times and Wall Street Journal to the Associated Press and Reuters.  It was the hottest piece of business news for the next 48 hours.

In other words – Google didn’t need to write a press release about the news and then hold a week of pre-briefings with journalists (with strict embargoes in place).  Nor did it have to break the news exclusively to a major news outlet to get the buzz generated.  Google understood the value of owning one of its most valuable commodities: it’s own news.  Why give it away?

Not every company gets the coverage or attention of Google, of course.  But companies should pay attention to the power of blogging (and the social media channels that connect naturally with blogging).  There is power in using blogs to convey news, connect with influencers and customers, and present a company’s views on topics important to it.  And, of course, to break news.  Companies should consider running their communications efforts like a news publications – with their own publishing strategy and distribution channels (blogs, videos, podcasts, micro-blogging, social networks, etc.).

Google just gave everyone a perfect case study on how it can work.

Posted via email from HighTalk on Posterous


  1. How Blogging Can Replace Press Releases « HighTalk | The World As I See It - July 11, 2009

    […] How Blogging Can Replace Press Releases « HighTalk July 11th, 2009 Austin Wagner Leave a comment Go to comments Check out this website I found at […]

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