How to Create an Online Newsroom
Content Can Enhance Credibility with the Media
Media coverage can help businesses develop a reputation in the community and net more customers. Companies that cater to the needs of journalists are more likely to receive regular coverage and minimize the potential for errors in published stories. Online press rooms serve as hubs for journalists, offering the latest news, background information and visual elements to help them better understand products and services. Since journalists work on tight deadlines, it’s important for these elements to be easily accessible.
Here are eight components of online newsrooms that can enhance a company’s credibility with the media:
Online Press Rooms Should be Easy to Locate from the Company Homepage
Ideally, a newsroom should have its own tab on the main navigation. When that’s not possible, incorporate the newsroom into the subnavigation or “About Us” section. It also needs a title that a reporter or editor could easily identify, such as “Newsroom,” “Press room” or “Press Center.”
Post Company News as it Becomes Available and Enable Journalists to Opt-In for Updates
Press releases and other company announcements should be posted to the online press room in a searchable format as soon as they’re released to the media. Visitors should also have access to archived press releases from previous months or years. Outdated newsrooms can reflect poorly on the company and require journalists to spend more time tracking down information than necessary. In addition, allow journalists and other site visitors to opt-in for press release distribution through RSS feeds or e-mail sign-ups.
Media Contact Needs to be Clearly Identified on Main Page of Online Newsroom
The main page of the newsroom should include the name, contact information and social networks of the press contact. This can be an internal contact or an external public relations practitioner.
Company Fact Sheets, Backgrounders and FAQs Should be Easy to Search and Print
Fact sheets, backgrounders and answers to frequently asked questions provide journalists with the basics about a company and its products or services. The text of these documents should be posted in the press room, as well as PDF downloads that reporters can easily print and take to an interview.
Post Links to Content that Highlights Accomplishments and Scope of Company
Newsrooms should include internal links to presentations, white papers, research, webinars, videos and other educational resources that can help journalists understand the scope of the company and generate story ideas. In addition, newsrooms can include links to award listings, speaking engagements and press coverage. These elements can boost a company's credibility in the marketplace.
Post Links to Social Media Content
Companies active in social media, such as Facebook, LinkedIn and Twitter, can include newsroom links to their social networks, allowing journalists to connect and receive regular updates on company news. In addition to social networks, newsrooms should include links to company blogs, online videos, podcasts and social media releases.
Include Bios and Headshots of Executives and Media Spokespersons
Reporters often review company bios to select the appropriate sources for their stories. In addition to featuring the company executives, include biographical information for other employees who are designated to speak with the media. Each bio should be accompanied with a downloadable, high-resolution headshot.
Make Logos and Images of Products Downloadable
Allow journalists to download company logos and images of products. They often seek out these visual elements to enhance their stories, which can in turn, help readers and viewers remember the company and recall it when they’re ready to make purchases.
Online newsrooms provide journalists with background information that’s needed to develop accurate and timely news stories. They also offer avenues to connect with media through social networks and RSS feeds, further enhancing the reporter/source relationship.
For additional information on working with the media, visit:
Online Newsrooms Enhance Credibility with Media
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