Old media dog turns new media trick

It also generated news stories that may otherwise - had News Limited made a direct announcement, - been less favourable, though Crikey, as expected, ho hummed that it had been known since mid year and was thus not really news.

The bloggers however, continued to Tweet and link news from the announcement that was retweeted and retweeted. An following email from Matthew Gain providing further impetus to report the facts and to get them as much free publicity for the next few days as Twitter can generate.

Gain's email, whether tactical or not, provided additional information about the proposed paywall - that Twitter and Linkedin links will not provide access to premium content if the user is not a subscriber.

Most of the bloggers provided out takes in Twitter linking to what they had written - including one from Tim Burrows on the Mumbrella site that stated that the "great thing about doing Mumbrella is that when I want to be journalist, I'm a journalist. And when I want to be a blogger, I'm a blogger". Burrows also mentioned his fellow bloggers, those who had already provided info and those who would in the future – with the rider that "I'm also sure some of them will have their criticisms – there were sceptical questions on the night".

That may be true but for a media relations exercise in stakeholder management and framing Edelman and News Limited invented a corker.