Skype's Qik Press Release and News Article

Link here and here

After Skype issued a press release about their purchase of Qik, the app that lets users send videos to each other, news articles were published in response. Although the content was similar in the two types of articles, the way the information was delivered differed. The noticeable difference in conversational language and wording in the two articles shows how each article is used for different purposes.

The press release's intent is to introduce a new product that interests journalists, bloggers, and the public. It's published by the company releasing the product, and is a marketing strategy to keep updating the public about the progress of the product. It is much more structured. The press release follows a standard of writing that is different than a news article. Skype's press release states that the company “has entered into a definitive agreement to acquire Qik.” The writing is much more formal than saying “Skype bought Qik.” The information in the press release's geared toward the logistic side of Qik's release, whereas the news article gives the readers the information they most want. The reader doesn't care that the deal will close in January 2011. It gives background to the companies and the transaction between Qik and Skype.

The news article from CNN's Heather Kelly was much more personal. It provided the readers the information they need to form a decision about the product, however, it was unbiased. Since it was unbiased, the article also mentioned the downfalls of Qik, like giving users a false sense of security. The writer also mentions the similarity between the “new app” and the app SnapChat. The article uses the phrase “ephemeral messaging” to describe the type of messaging both Qik and Snapchat use, which means messages get deleted instantly after reading them.

The news article discusses the type of messaging and the similarities and differences between the newly introduced product and the old product. The press release chooses to only look at the positives of the new app for marketing standards.