If you have not noticed, most news sites allows comments. Unlike in the past where newspapers only exist in print format, you now can influence stories as they are breaking.
This means that the story never ends as it is published, it can still be updated, corrected, followed up upon, and added to.
In the real time PR world, the PR team can no longer hang around and wait for bosses and lawyers to sign off. Rules of engagement should be shoot on sight!
-- Robin Low