Summary: There are 3 important lessons for public relations professionals in crafting effective press releases and other digital messages to be gleaned from the Financial Times’ launch this week of FastFT, a short-format news service.
The Financial Times this week launched FastFT, a nimble and ultra-short-form news service publishing extremely short (<250 word) stories. The reasoning behind the new service? While the 140 character limit on Twitter is a bit too confining, nonetheless, it’s clear that readers prefer short snippets rather than long-form. The FT is adding the short-format service to their mix, in order to, according to an interview with FastFT’s chief correspondent Megan Murphy that was published by PaidContent, “Create more portals and routes for readers to consume the publication’s content.”
The idea of using alternative content formats to create portals leading readers to other related content is an excellent idea.
- For one thing, short…
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