Breaking news has always been a huge and important part of our culture, breaking news first is crucial for news broadcasters however accurate the end story is or is not.
Change in times and platforms
In more recent times, we have seen a large number of platforms being used and leveraged to break news or announce news updates. Over the last five years we have seen Twitter used regularly to announce updates, we saw YouTube become a platform which celebrities would address issues and go on record (video) to be seen as transparent, what most people overlook is PR firms and celebrities deliberately use platforms like Twitter and YouTube so their message can be referenced and embedded so the message is one clear message.
The hand written letter making a come back?
Currently the best basketball player in the world LeBron James (alongside a Sports Illustrated writer) released a written letter offering insights into why he is returning to Cleveland Cavs, this was super smart as the written letter cannot be taken out of context, misquoted or edited as easily as video.
Steven Gerrard Instagram Retirement Announcement
Yesterday, Liverpool FC captain announced his retirement from international football, what was really interesting that he leveraged his newly formed Instagram audience to announce it and thank the staff and more importantly fans directly, it definitely shows you the true power of social media platforms, especially networks that many celebrities use a broadcast medium like Instagram.
Sponsors reacting quickly
Adidas (his sponsor) turned around a very quick campaign to thank Steven and incorporate their latest predator boot campaign, it highlights how brands use real time and their athletes as spring boards for news and social updates.
Whats next?
I predict many more personalities, sporting heroes and celebrities using Instagram as their go to place for announcements and updates, especially with a private person like Steven Gerrard using his Instagram account as his go to platform.
The full Steven Gerrard statement made on Instagram:
I would like to announce that after a 14 year @England career with many highs and lows, I have decided to retire from International Football as of today. I have loved every minute of my time wearing the famous white shirt and have been immensely proud to do so. At this time I would like to personally thank all the@England supporters, the current players, the ex players, all the Managers and coaching team and FA staff who I have worked with from the beginning to the end of my @England career and for helping me fulfil many boyhood dreams and aspirations. It just leaves me to say the very best of luck to Roy and the boys moving forward. #proud #emotionaltime #comeonengland
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