The Republican opposition research firm America Rising PAC has relaunched its website to read and perform like a news site, a move that is indicative of an ongoing shift in the way political organizations approach the web.
Just as the Obama administration has made WhiteHouse.gov a source for news updates, blog items, photos and videos, AmericaRisingPAC.org will become a content-focused site featuring negative news and oppo research about Democratic candidates. The site, which relaunched on Wednesday, will be updated daily and feature lead stories and a list of news items that appear in reverse-chronological order, like a blog.
"We looked at the political sites that were out there, and a lot were stale: They just put up press releases, so there's no reason to go back to the site," Tim Miller, the executive director of America Rising PAC, told POLITICO. "We wanted to create a site that gives people a reason to come back, that's oriented like a news site and serves as a resource for voters, reporters and bloggers looking for information."
Many political organizations' websites are indeed stale: The Senate Majority PAC hasn't posted anything for two weeks. Before this month, American Crossroads hadn't posted any news since November. The Democratic Senatorial Campaign Committee's "news" page consists of a collection of press releases.An MSNBC segment :