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LTA & EZ-link digital communication FAIL.

2009 September 30

Tweets about LTA’s decision to extend the one-for-one free replacement of the EZ-link cards were flying around Twitterverse without a source to verify information.

To verify the news, the first thing that one may do is to check the related websites – LTA, Public Transport@SG or EZ-Link.

However,  as of 30 Sep 09, 1455hrs…

  • LTA:  Media Release not updated. No where on the homepage you can find the announcement of the extension. There is a web banner that says last day for the exhange of the card on 30 Sep 09.
  • PublicTransport@SG:  Media Release not updated. No where on the homepage you can find the announcement of the extension. There is a web banner that highlighted the exchange dates: 3 Jan – 30 Sep 09.
  • EZ Link website: Red, Bold and Underlined – “Last day to get your free replacement card!”

Channel NewsAsia was the first to announce the extension at 1349hrs online. As of 1455hrs, the news has not been broken on The Straits Times.

I am very surprised that in this age of digital communication, the organisation website is often the last to break the news.

My advice to the Corporate Comms peeps is:

Update your website prior to the release of the news and keep it embargoed in your content management system. Break the news at the same time as the Main Stream Media. Don’t leave your users hunting online for a credible source to verify the news.

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  1. Victor Tan / 成成

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