Boost Your Business with an
Online Newsroom - Even if You Don't Have
Any "Real" News
Media coverage is one of the best forms of
free advertising. A news story by a credible
source can help you generate more sales and
become recognized as a leader in your industry.
Since journalists work on tight deadlines, you
must make it easy for them to locate all the
resources they need to develop informed and
accurate pieces about your company.
An online newsroom is a low-cost and
effective way to share your latest news
with the media. Instead of printing and
mailing expensive press kits, simply direct
journalists to your online newsroom to grab
up-to-the-minute information.
According to Ibrey Woodall, Director of
Marketing Communications at TEKgroup
International, " 98%
of journalists surveyed believe an
online newsroom is important. And over
70% want social media within your
online newsroom. This is
great, but you should also use your
newsroom to target ALL audiences -
consumers, evangelists, investors,
analysts, employees, and more. Just
make sure to categorize your content."
Your home page or primary navigation menu
should contain a link to your online
newsroom, allowing journalists to quickly
find information. Here are 9 key items to
include in your online newsroom - even if
you don't think you have any "real"
news.
1. Social Networking
Content
Edward Lallo, Partner at The News Group
Net, says "today's new type of
corporate newsroom must be a
place to listen and interact with your
audience, as well as use all the
popular social media tools." Savvy
companies are incorporating social
media into their PR to build
relationships with customers, discuss
industry trends and distribute
news.
Journalists also use social media sites,
such as Twitter, to research stories and
access breaking news. Your online newsroom
should include links to all your social
media profiles. You can also post your
latest blog entries, tweets and YouTube
videos.
2. Media
Kits
Post both an online and downloadable
version of your media kit. Standard media
kit content includes press releases, fact
sheets, backgrounders, product reviews and
your most frequently asked questions
(FAQs).
3.
Graphics
Make it easy for reporters to download
high-resolution logos, product images and
photos of your key personnel.
4. Basic
Company Information
Reporters and shareholders will use your
online newsroom to research your company.
Include your annual report, stock
information, company history and executive
bios.
5. A
Subscription Tool
Create an RSS feed that allows journalists
to sign up for automatic notification when
your online newsroom is updated. A
recent study by
TEKgroup International determined
that "more than 60 percent of
journalists want to subscribe to
company information in online
newsrooms via RSS feeds."
6. Outside
News Coverage
Journalists often like to review your
recent news coverage. An "In the News"
section can contain articles, news footage
and other media coverage.
7.
Educational Resources
Post your latest white papers,
e-newsletters, published articles, industry
research and podcasts. A reporter may pick
up on one of your resources, increasing its
chances of going viral and generating
massive interest in your company.
8. A Search
Tool
Allow journalists to easily search your
newsroom archive.
9. Your
Contact Info
Many companies fail to include contact
information in their online newsrooms. If a
reporter needs to verify time-sensitive
information, but can't get through to
anyone, you may lose an opportunity for
publicity. Always post the full contact
information for at least one PR
representative, including their direct line
and e-mail address.
Do you need inspiration? Check out these
examples of informative and creative online
newsrooms:
Start Attracting Media Attention -
Today
Increase your chances of
receiving media coverage by making your
website journalist-friendly. If you need
assistance developing content for an online
newsroom, let's talk. Contact me at
647-342-4921 or rachel@freshperspectivewriting.com
for a complimentary consultation to
discuss your PR goals.
Do you want to reprint this
article?You can, as long as you ask
permission first by e-mailing me at
rachel@freshperspectivewriting.com.
I'll send you a short bio to include at the
end of the article.
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