Technology has changed much for the media and for public relations professionals working with them. Most notable of these changes is the advent of the 24-hour news cycle.

According to Wikipedia, “The 24-hour news cycle arrived with the advent of cable news channels. A complete news cycle consists of the media reporting on some event, followed by the media reporting on public and other reactions to the earlier reports. The advent of 24-hour cable news channels and, in more recent times, news sources on the World Wide Web (including blogs), have considerably shortened this process.”

CNW’s 24-hour newsroom plays a crucial role in each part of the cycle; from initial reports and announcements on the wire, to reactions facilitated through news releases, user comments and Tweets.

Multimedia content is now an integral part of news. And the use of multimedia – such as photos, videos and audio clips – by our clients has exploded. Our clients are issuing more Social Media Releases than ever before. We saw the number of photos issued with news releases grow by 57% last year and our client YouTube channel surpassed 1 million streams in 2010.

To meet this growing demand, CNW’s Multimedia Team is now available 24 hours a day, 7 days a week. We are available to issue Social Media Releases as well as process the multimedia assets that go with them, whether your news is ready at 3:00 in the afternoon, or 3:00 in the morning.

As Kirk LaPointe, then Managing Editor of the Vancouver Sun, said at CNW’s Breakfast with the Media last April, the best time to send your news release is “when it’s ready.”



Comment from Tweets that mention Beyond the Wire » CNW Multimedia is open for business 24 hours, 7 days a week —
February 10, 2011 at 12:09 pm

[...] This post was mentioned on Twitter by CNWGroup and CNWGroup, MarieMould. MarieMould said: RT @CNWGroup: CNW extends #multimedia service hours to 24 hours a day, 7 days a week: [...]

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