During the past few weeks I've either been recommending online newsrooms to clients/potential clients, reading articles or writing blog posts about online newsrooms.
New era of public relations
That's because today public relations is moving into the participatory culture of social media and networks via the online newsroom. In other words, an online newsroom now makes it possible to engage and communicate with all of our key audiences, not just the media.
Virtual news site
An online newsroom is a virtual news site to help frame your message to your key target audiences (customers, shareholders, prospects, members, the media, etc.), whether your company is large or small, global or local, or public or private.
Why have an online newsroom?
Following are the top 10 reasons to have an online newsroom, according to the TEKGROUP International, Inc. 2009 survey:
- Journalists expect a company to have an online newsroom
- Journalists believe that all companies will have an online newsroom
- Journalists visit company online newsrooms often to very often
- Journalists visit both large and small-to-medium-sized company online newsrooms
- Centralized location and 24-hour access of press materials
- Control and delivery of corporate message
- Measurement of communication efforts
- Media request management
- Social media interaction
- Return on investment (ROI)
Market your message
According to a recent white paper also by TEKGROUP International, there are a number of effective ways to leverage your online newsroom. TEKGROUP International is an Internet software and services company that develops online newsrooms with social media integration and e-business software solutions.
1. Consider the strategic goals of your online newsroom as you develop your content plan.
2. Transparency is important not only to social media, but to your online newsroom as well. Don't "plant" nice comments to your press releases or "swag" every blogger who writes about your industry. Keep it genuine.
3. Authenticity is key to successful social media integration. Be careful of "ghost writing" your media blog, Facebook fan page, or corporate Tweets. The media pick up on this tactic quickly.
4. Think of your online newsroom as a way to communicate with the media, not at the media. And don't forget, customers, clients and potential investors are overhearing your conversation.
5. Consider attaching a news blog to your online newsroom to provide industry insight by expert employees, monitor opinions and address rumors that relate to your company and its products.
6. The media need to get something out of the time they spend with your online newsroom. Share everything you can -- even if it's just a tip, trick or industry insight.
7. Don't be afraid to say you were wrong when it comes to posting content to your online newsroom. Make the necessary changes and move on. The media will respect and appreciate your authenticity and transparency.
8. You are now in the publishing business. Make sure that you post your news to your online newsroom as soon as it becomes available so that you are the one breaking your news story instead of somebody else.
9. Engage all your internal stakeholders in the content development and distribution plan for your online newsroom. It's important they understand and share your vision for the site.
10. Treat suggestions and feedback to your online newsroom like gold -- it simply means your readers care enough to say something.
