Prudential's Online Newsroom


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An overview of Prudential's Online Newsroom, which was built to provide journalists, bloggers and consumers with helpful information about the company and personal finance.

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Prudential's Online Newsroom

  1. 1. Prudential’s Online Newsroom Lisa Iurato Director, Digital Media Team Global Communications June 7, 2011
  2. 2. About Prudential Financial, Inc. <ul><li>Prudential Financial companies serve about 50 million individual and institutional customers* worldwide. The businesses offer a variety of products and services, including life insurance, mutual funds, annuities, pension and retirement-related services and administration, asset management, banking and trust services, real estate brokerage franchises, and relocation services </li></ul><ul><li>The Prudential Insurance Company of America is one of the largest life insurance companies in the U.S. </li></ul><ul><li>We have been in business for 135 years, headquartered in Newark, NJ </li></ul><ul><li>We have more than 41,000 employees worldwide* </li></ul><ul><li>Prudential’s diverse businesses operate in 37 countries and territories </li></ul>* As of 12/30/10
  3. 3. Goals of Online Newsroom <ul><li>Launched in April 2008 to provide journalists, bloggers and consumers with helpful information about the company and personal finance </li></ul><ul><li>We wanted to “tell our own story” not only with traditional news releases but also by posting feature stories on company news and market commentary by subject matter experts </li></ul><ul><li>Increase our exposure online ( clickable hits ) and enable news releases to be easily searched from our own webpage </li></ul>
  4. 4. Goals of Online Newsroom <ul><li>Include multimedia files, such as company photos, audio podcasts and video content </li></ul><ul><li>Provide journalists with contact information to reach account executives on their specific beats </li></ul><ul><li>Offer a calendar for upcoming events and include an online location where attendees can receive information pre- and post-event </li></ul><ul><li>Respond to survey results on what media want from a company newsroom </li></ul>
  5. 5. Prudential’s Online Newsroom
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  12. 12. Feature Stories
  13. 13. Feature Stories
  14. 14. Subject Matter Expert Feature Stories
  15. 15. Experts ready to comment
  16. 16. Result
  17. 17. Results <ul><li>On average 10,000 to 12,000 unique visitors click on our newsroom a month </li></ul><ul><li>Compared to 2010, visitors view more pages on our newsroom (about a 10% increase) </li></ul><ul><li>Our feature stories (specifically our Subject Matter Expert features) are routinely picked up by Bloomberg’s wire service and Google searches </li></ul>
  18. 18. Suggestions for a successful newsroom <ul><li>Understand your audience and provide information that can be useful to them (online media kits, contact information, searchable news releases) </li></ul><ul><li>Keep content flowing by keeping a story calendar and an editorial team that can generate items of interest </li></ul><ul><li>Be flexible – the online newsroom can be a great source for company information when necessary </li></ul><ul><li>Measure your results and keep adjusting the site to make it more responsive to needs </li></ul>
  19. 19. What we did “differently” <ul><li>We had the experience of our internal communication portals. This helped us design the newsroom for an external audience </li></ul><ul><li>We tested the website with external experts in social media and journalism for their “take” on the site </li></ul><ul><li>We keep updating the newsroom to make it more vibrant and engaging. We also add new technology, as it makes sense </li></ul>
  20. 20. Questions? <ul><li>For more information, visit our newsroom: </li></ul><ul><li> </li></ul>