BC tip: Intel - Breaking news on a blog

The computer chip manufacturer shows another potential role for a resurgent online channel.

The Feature

Intel’s CEO, Brian Krzanich, announced on Monday via a company blog, policy@intel, that he was quitting President Trump’s American Manufacturing Council. This followed the resignation of Merck CEO Kenneth C. Frazier, a higher-profile event in part because the US president attacked him personally on Twitter.

We could not find any reference to the resignation anywhere on Intel's corporate website, or even a link to the policy blog (including using the internal search engine). This goes for the online newsroom too, and we could not find an official press release.

The New York Times linked to the blog post directly in one of its stories about the resignation. 

The Takeaway

Intel using a blog to break news, rather than an online press release, makes sense – a blog is direct, easy for journalists to link to, and (usually) more readable for the general public than press releases.

In this case Intel had a ‘go to’ channel - it maintains a blog on public policy and so it was a natural fit.

The fact that we could not find the blog post or a link to it on the website is interesting, but it is not unusual for corporate sites to be silent about controversies. A big reason is often legal caution (although the Intel policy blog is run by Intel’s lawyers). 

We have noted how blogs have been making a comeback, although in some corners of the IT world they are well established. Google has long-favoured using blog posts over traditional press releases to disseminate company news. But not in every corner – Apple recently launched its first-ever blog, for technical discussions about artificial intelligence).

The point for other digital comms teams is that breaking controversial news is one more potential role for this ‘old is new again’ online channel. 

http://blogs.intel.com/policy/2017/08/14/intel-ceo-leaves-manufacturing-council/