Tomorrow's Business Today
Hacks are getting stupider, flaks should take note
The other day the latest energy price cap from Ofgem, covering July 1 to 30 September, kicked in.
That means a 13% rise in bills for most of us, a knock-on effect from the Middle East conflict.
A good amount of reaction to this landed in my inbox. There was one thing wrong with all of these press releases.
None of them told me what the price cap was. I had to Google it.
That’s not a terrible chore, but it is one more task of thousands. And I think there’s a trend here.
More and more of what I get sent assumes I have been following the ins and outs of whatever the spokesman is offering opinion on.
An energy correspondent would know all about the price cap, off the top of their heads.
But there’s loads of us who aren’t energy correspondents who still might have to write about energy bills.
Before the internet, only PA or Reuters really had to get 500 words up and out on absolutely everything. They did it very well, and still do.
Now any of us might get asked by the news desk to rattle out a story we aren’t that sure of and to file it ten minutes ago.
This ought to be in your favour – it should be easier for you to set the terms of the debate and get your client’s nice quote in the paper.
But tell us what you’re talking about first.
This applies particularly on market commentary. We might have noticed that shares in sector X are all under the cosh. But we probably didn’t.
This is not to say that the commentary itself need be simple. We might well want something, smart and detailed. Once we’ve established what it is we’re talking about.
All of this is by way of an admission: I am getting stupider.
The list of things I am supposed to know about is getting ever longer. As is the list of things I am sure I once knew but now can’t remember.
I am sure I am not alone, and it might make sense to bear that in mind when you’re sending out press releases that seek attention.
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Press release of the day
Checkmyfile has launched a Treatflation Calculator to see how much popular snacks, drinks and meals are rising in cost.
A Terry’s Chocolate Orange has gone up most of all – by nearly 102% in the last five years. Fish and chips are up by 61%.
The calculator reckons a plate of fish and chips might set you back £28.97 in ten years time.
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