THIS kind of thing shouldn’t happen — and companies need to stand up and start demanding that it stop.
I’ve pasted a screenshot below of a news release today by Heineken N.V. inviting investors to listen in on an investor presentation it’s giving in New York. The company has done the right thing for its investors, but the newswire has screwed it up for them.
To help investors, the company provided a direct link to the page on its website where they can access the webcast. This is good practice as it saves investors time and encourages click-throughs.
However, as shown by the red arrow, the problem is that it’s a long URL that has broken up over three lines and now doesn’t work. You can’t even easily copy and paste the link into a browser because its on three lines.
That’s 100% PR Newswire’s fault. The screenshot is from PR Newswire’s website, so they’re directly responsible and have control over how this release appears.
PR Newswire has options for making sure that links in its clients’ releases work as they’re supposed to. There’s no excuse for this and it demonstrates how antiquated the company’s technology is.
Ironically, if regulators allowed companies to send these kinds of notices via RSS, a move PR Newswire bitterly opposes, these types of formatting issues wouldn’t happen.
PR Newswire should give Heineken their money back because it has made the company look bad and delivered no real value to the company’s investors.
Full Disclosure: For the sake of clarity, I thought I should add that I have no connection to Heineken. I came across this release by chance. I don’t even drink their beer. I have no ax to grind other than that I find it a shame when companies actually try to do things properly — too often they couldn’t be bothered — only to have their service providers bungle things.
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