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The times they are a-changin’?

NB Team

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We’ll share our thoughts on Google’s Project Fi later, but also interesting was how Google announced the news.

That blog post we’ve linked to… was it. From what we’ve seen, there were no pre-briefs, no exclusives, no big fanfare. Simply post the blog and let the media do the work.

Maybe Google was trying to keep the announcement low-key as Project Fi is a new experiment? The company knew that people would naturally be interested in the news anyway. That’s something it will be able to argue in the future if this ends up going the way of Google Wave – that *it* didn’t push the news hard, media simply latched on.

But given the scale of Google and the companies it’s working with, there was never any chance this would be on the down-low. Which suggests this is part of the media strategy – a departure from Google’s previous approach of in-depth exclusive access for the top consumer tech blogs.

It’s the latest example of how PR is evolving, and it’s definitely one to keep an eye on.