Breaking if not quite surprising news: Major TV networks have all but abandoned the old-school PR model, replacing it with the instant gratification of social media.

All this report really tells us is that big TV-related announcements now almost always hit Twitter before “the media” gets wind of them and writes the appropriate follow-up stories. But this development is something of a sea change.

Here are a few examples of TV personalities “leaking” news about their shows via Twitter before the release of official network announcements:

Variety calls Cowell’s tweet “a calculated decision to…break the news first to the loyal fans who matter most”. We see this as an effective PR strategy: If we know anything about the all-important “die-hard fan” demographic, they’d rather get breaking news from actors and producers than faceless industry flacks (apologies to all faceless industry flacks, who perform a crucial and invaluable service).

Still, there’s always the risk that stars tweet news that isn’t supposed to be public or make defamatory statements about their employers.

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