Push and pull information

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“Push” information is sent unasked — “pushed” — to a recipient. Push communications are used to solicit action, and communicate interesting, important, or time-sensitive information and, frequently, both. To solicit action: mail, email, advertisements, posters and billboards, push notifications (digital alerts sent from a mobile app), SMS, phone calls, conference calls, seminars, conferences, webinars. Information that is broadcast without the listener’s input. “Pull” information is material that the recipient seeks out, when and where the recipient wants it. The recipient dictates, so is best presented as a self-service resource: open, convenient, non-time-sensitive.

Bookshops, libraries, encyclopaedias, hitch-hiker’s guides and internet searches. The JC is, largely, one giant, existential infernal howl of angst in the shape of a pull communication.

See also

• Communication