The Incredible Online Newsroom A Centralized Communications Content Headquarters by Steve Momorella
My goal for this event is for you to takeaway at least 10 new ideas that you can use today in your online newsroom. Steve Momorella TEKGROUP International http://tekgroup.com
Who uses an online newsroom? JournalistsAnd…bloggers, analysts, investors, potential customers, existingcustomers, employees, partners, vendors, pot ential employees, researchers, news consumers And….thousands of organizations
What is an online newsroom?A centralized news headquarters for all of your digital content, including news stories, photos, videos, financial and other organizational information. A place for journalists and news consumers to find breaking news about your company.“I see little distinction between an online newsroom and the home page of a corporate web site.” – David Meerman Scott
Socialize your newsroom• Social media release• Contact info that includes social networks• Accessible subject matter experts• ShareThis / Tweet this• Multimedia• Blogs• Interactive press kits• Social search
Social news• 75% of online news consumers say they get news forwarded through posts on social networking sites• Twitter (30%) edged out television (27%) as the source of initial awareness of a major international event• 52% say they share links to news with others via those means
Fortune 100 social adoption• 77% have a Twitter account• 75% have a Facebook page and allow people to post to their wall• 57% have are using YouTube to post videos• 25% have Twitter, Facebook, and YouTube accounts, and maintain a blog
Why have an online newsroom?Top 10 reasons1. People expect a company to have an online newsroom2. People believe that all companies will have an online newsroom3. People visit company online newsrooms often to very often4. People visit both large and small-to-medium sized company online newsrooms5. Centralized location and 24-hour access to your news content
Why have an online newsroom?Top 10 reasons (Continued)6. Control and delivery of the corporate message7. Measurement of communication efforts8. Media request management9. Social media interaction10. Return on Investment (ROI)
Why have an online newsroom?Do you need more reasons?• Strengthen relationships with the media and bloggers by offering preferred content• One more ticket to the search lottery• Drive traffic to other online properties• Communicate effectively with anyone online• Self-publish• Become an industry resource• Present accurate information
When to use the newsroom• 24x7 headquarters for your organization• Tie in with marketing events & launches• Thought leadership• Crisis communications• Investor Relations and financial news• Newsjacking
Where is a newsroom seen?• SEO-friendly domain / branded design – News.URL.com or URLnews.com• Auto-publish to search engines• Consider all viewing screens• 24x7 administrative access• Mobile publishing• Social media communities• International reach
Key takeaways• Position your online newsroom as a go-to resource in your industry.• Ensure that you have all of the essential elements that mainstream journalists expect.• Integrate social media features into your online newsroom so people can share your news.• Use content marketing to help increase exposure and brand awareness for your organization.• Produce content that supports the search optimization strategy of your organization.• Determine the best approach for your organization — build or buy scenarios.
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.