The Death of the Deadline

By: Susan Finco, President, Leonard & Finco Public Relations

RIP the media deadline. One of the most common questions asked by PR professionals everywhere is “What’s your deadline?”  We still ask it, but I think it’s more out of habit than anything else. We all  know the answer is, “As soon as possible.” And that answer applies to TV, radio, newspaper and online. Today, even before an interview is given, a call is made, facts are gathered or the story is actually written, tidbits of the “news” will hit social media. I’m not sure if that’s good or bad – for journalists, PR people or the general public.

We all turn to social media the minute something happens and then generally wait for the full story to unfold. It certainly satisfies our need to know in a very timely way. (Can you say “Instant gratification for news junkies?”) But I’m not sure it satisfies the need to be accurate, fair or balanced; to have the whole story (or at least most of it) before it becomes public. We often don’t have time to think or gather information before responding to journalists’ calls and they don’t have time to develop the full picture before having to post or Tweet about it. I know it’s frustrating for them as well, but that’s the world we live in. So, RIP media deadline, it was nice knowing you.

So, what do you think about the death of the deadline? Is it good, bad or just the way things are?