Prudential's Online Newsroom

Prudential’s Online Newsroom Lisa Iurato Director, Digital Media Team Global Communications June 7, 2011

About Prudential Financial, Inc.
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
The Prudential Insurance Company of America is one of the largest life insurance companies in the U.S.
We have been in business for 135 years, headquartered in Newark, NJ
We have more than 41,000 employees worldwide*
Prudential’s diverse businesses operate in 37 countries and territories
* As of 12/30/10

Goals of Online Newsroom
Launched in April 2008 to provide journalists, bloggers and consumers with helpful information about the company and personal finance
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
Increase our exposure online ( clickable hits ) and enable news releases to be easily searched from our own webpage

Goals of Online Newsroom
Include multimedia files, such as company photos, audio podcasts and video content
Provide journalists with contact information to reach account executives on their specific beats
Offer a calendar for upcoming events and include an online location where attendees can receive information pre- and post-event
Respond to survey results on what media want from a company newsroom

Prudential’s Online Newsroom

Feature Stories

Subject Matter Expert Feature Stories

Experts ready to comment

Result

Results
On average 10,000 to 12,000 unique visitors click on our newsroom a month
Compared to 2010, visitors view more pages on our newsroom (about a 10% increase)
Our feature stories (specifically our Subject Matter Expert features) are routinely picked up by Bloomberg’s wire service and Google searches

Suggestions for a successful newsroom
Understand your audience and provide information that can be useful to them (online media kits, contact information, searchable news releases)
Keep content flowing by keeping a story calendar and an editorial team that can generate items of interest
Be flexible – the online newsroom can be a great source for company information when necessary
Measure your results and keep adjusting the site to make it more responsive to needs

What we did “differently”
We had the experience of our internal communication portals. This helped us design the newsroom for an external audience
We tested the website with external experts in social media and journalism for their “take” on the site
We keep updating the newsroom to make it more vibrant and engaging. We also add new technology, as it makes sense

Questions?
For more information, visit our newsroom:
www.news.prudential.com

Prudential's Online Newsroom

by International Association of Business Communicators, NJ Chapter on Jun 22, 2011

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