RNC goes green, digital

This week, PR Newswire announced that they would be the official newswire service for the Republican National Convention. Brian Taylor, VP of the policy...

This week, PR Newswire announced that they would be the official newswire service for the Republican National Convention. Brian Taylor, VP of the policy & public interest market at PRN, gave me a little extra insight about what that means.

"It's akin to being at the Oscar awards and having to send out every development as it comes," he said. "We have to turn the speech text around in minutes so reporters can use it. It's also working with delegates and affiliated organizations to distribute news. We can literally be handed press releases to get them out.'

Selecting an electronic newswire service is also part of the RNC's efforts to be a little greener. Matt Burns, director of communications at the RNC, told me that the convention seeks to minimize paper use by doing things electronically, printing double-sided, using recycled carpeting, and turning to the Web, where their site provides textual information and video.

"We've minimized how much we need to travel to spread the good word about the planning of our event," said Burns.

Finally, the RNC announced this week that they would be working with Ustream.TV to provide streaming video from the convention. The goal is to reach the blogoshere and others who will not be able to attend in person.

"What's pioneering here is that we're going to proactively commit to using this to get our message out, not in a passage way, [but to bring] the news conference to you," said Burns.

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