The author of several popular marketing books, Seth Godin notes in his blog that there has been a recent phenonoma of breaking news. Gone are the days of regular old news, now the news is either breaking news or not news at all.
In the old days, news was considered to be what kept individuals informed about what was happening around us. The term "breaking news" was reserved for only the most newsworthy information, the President had been shot, a war started or ended, etc. Now, the requirements have been relaxed and nearly any news can be considered breaking.
The same phenomena has also affected businesses and organizational communications. Any new development is now considered to be newsworthy. SALE ON PAPER TOWELS! BUY TWO WIDGETS GET ONE FREE!! CEO JOHN SMITH IS TAKING A VACATION DAY!! I ATE A BURRITO FOR LUNCH!!
The point is, don't be the marketer who cried wolf. Don't treat everything with the same importance, otherwise your excitement loses creditability.
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