Change afoot for corporate communications?

With word that Sun Microsystems would be announcing their financial results via their Web site and RSS feeds ten minutes before sending the info out...

With word that Sun Microsystems would be announcing their financial results via their Web site and RSS feeds ten minutes before sending the info out on the newswires, I thought it would be interesting to find out what it would mean for IR and corporate comms professionals.

"This is sort of inevitable," said Susan Stillings, EVP and global managing director for financial communication at Edelman. "I think it was only a matter of time before a company decided to use the Internet for their primary distribution."

However, Stillings believes it's more of a tactic than a strategy, meaning corporate communications work may only change minimally. One important factor will be the stakeholders involved. A more technologically savvy group may be better equipped for the transition. Another is timing.

"We always counsel our clients to release material information outside of market hours," Stillings added in an email. "We would make this recommendation even more strongly than we already do in order to ensure all investors have access to the information at the same time."

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