Communicating directly is fine, but it also helps to hit the target with relevant information
Government critics of the media seem increasingly convinced these days that they can do the job of communicating a message better than journalists can — and, as a result, they are coming up with their own approaches.
Which would be fine, at least from the critics’ perspective, if they were right. Unfortunately, evidence to date suggests that, for the most part, they really aren’t. Efforts to eliminate the middleman often end up muddling the message.
As The Canadian Press reported over the weekend, the Canada Revenue Agency is considering setting up a special website to counter media reports that, in its view, fail to include the “positive messaging” provided to reporters.
Meanwhile, seemingly undaunted by the stubbornly lacklustre viewer numbers for its weekly “24-Seven” video recap, the prime minister’s in-house web team has launched a daily version.
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