Interesting story from NPR's David Folkenflik and Audie Cornish about 'The Rise of the Online Rebuttal' -- discussing how the immediacy of online, especially social media, is increasing the interaction between the 'old' print world and its subjects, another example of -- though the word wasn't used, I'll pull it out anyway -- disintermediation caused by direct access to media channels.
The story takes its lead from George Clooney's rebuttal of a Daily Mail story about his soon-to-be-mother-in-law... but more interesting to me was the corporate angle - especially Walmart's comments, posted on their website, about a recent New York Times editorial which the company found less than accurate.
What struck me as the real impact the social world has had on us all was *not* the quick turnaround time -- pretty standard in corporate PR crisis communications; nor the direct post on the Walmart website - again, companies have posted statements on their corporate websites for years.
Rather it was the tone that is new -- something Folkenflik refers to in his story. As with just about everything the lightening rod that is Walmart does, the company has taken hits for its digital efforts (faux 'WalmartingAcrossAmerica blog, anyone?) - but here they take a more conversational as well as transparent approach.
If this means the beginning of the end of legalese and impenetrable jargon -- well done Walmart.
And where does native advertising fit in this transparent world? That's a story for another day!
