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Webinar | The Essentials for a Stellar Online Newsroom

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Ignored by journalists? Rejected by the public? Forgotten by your own employees? This webinar will reveal the essentials to bring your corporate newsroom back in the game.

Published in: Technology
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Webinar | The Essentials for a Stellar Online Newsroom

  1. 1. Essentials for a stellar online newsroom
  2. 2. Moderator Mike King m.king@presspage.com Essentials for a stellar online newsroom Presenter Tom Gubbins t.gubbins@presspage.com Presenter Bart Verhulst b.verhulst@presspage.com
  3. 3. What we will cover today... 1. What is a newsroom? 2. Location location location... 3. The evolving media landscape 4. The essence of a newsroom 5. Newspaper basics 6. Mobilizing your newsroom 7. Making news attractive 8. Multimedia 9. The newsroom is an ‘open house’
  4. 4. 1. What is a newsroom? The concept can be referred to as: ● Pressroom ● Press center ● Media center ● Media room ● Media site ● Media relations website ● Blog... ● Newsroom
  5. 5. 1. What is a newsroom?
  6. 6. 1. What is a newsroom? Strategy should dictate location and branding
  7. 7. The online newsroom is arguably the most tangible PR asset a brand possesses.
  8. 8. Poll #1: How many of you currently feel you have an effective digital newsroom? A. Yes B. No, just the basics C. It’s a priority for 2018 D. Other
  9. 9. 2. Evolving media landscape ● Predictable route from press release, to journalist, to print publication is no more ● Larger and more diversified audiences ● Modern newsroom is strategic, but with great operational benefits ● Newsroom is a ‘snapshot’ of your brand...
  10. 10. 3. Essence of a newsroom ● The online newsroom is maturing at a fast pace ● Audiences have expectations ● PR needs to proof value ● Key issue: How do we ensure your newsroom becomes a great destination for your audiences, and offers value to your organization at the same time?
  11. 11. 4. Newspaper basics Focus on ‘Above the fold’ ● “Above the fold” is used to refer to the upper half of a newspaper page; the part visible in the stand. ● It is where the most important stories would be presented… the catchy headlines that would sell. ● For web design it is "the part of the page visible without scrolling".
  12. 12. 4. Newspaper basics Be effective an efficient above the fold ● The main idea is always: direct access to multiple pieces of content above the fold. ● Allow for direct sharing of landing page content... 3 4 5 6
  13. 13. 4. Newspaper basics Be effective an efficient above the fold ● In web design the fold has an ‘ever changing position.’ ● It is different for each device and screen size… ● Aim for a 700 to 800 pixels design ● Avoid making the header (top) of your news page too static above the fold... 60%
  14. 14. 4. Newspaper basics Landing page flexibility ● Even better is: direct access to multiple relevant pieces of content above the fold. ● Your newsroom landing page needs to be flexible in order align with PR and marketing campaigns… or adapt in times of crisis.
  15. 15. Write snappy or descriptive headlines Snappy For print Descriptive For SEO 4. Newspaper basics ● A good headline will trigger people to click on your article ● Web headlines need to be more descriptive than print headlines ● Searcher intent: every piece of content is also a solution to a search query… ● Headline (H1) + Subhead (H2)
  16. 16. 5. Mobilizing your newsroom A lesson from the past… news is consumed ‘on the fly’
  17. 17. 5. Mobilizing your newsroom Be ready for mobile Be selective in building mobile pages. Scrutinize according to the following questions: 1. What is the value we’re delivering in this page? 2. What do we expect the user needs? 3. What do we want them to accomplish?
  18. 18. 5. Mobilizing your newsroom Using clear news facts ● In the US, average adult person spends 26 minutes per day on mobile web. ● Make sure mobile pages are lean and clean. ● Convey key points early as attention span can fade quickly. ● Make use of clear news facts
  19. 19. 6. Making your news attractive Visually compelling newsrooms perform better
  20. 20. 6. Make your news attractive Make it visually compelling, but stick to the basics and keep balance A B
  21. 21. ● B-roll videos ● Social videos ● Images ● Infographics ● Podcast / interviews ● Presentations (SlideShare) ● ... 14% Δ Δ Δ Δ 20% 48% 77% Source: https://www.prnewswire.com/blog/multimedia-content-drives-better-press-release-results-1380.html 7. Multimedia Digital assets empower your message
  22. 22. Poll #2: Does your newsroom currently make effective use of multimedia elements? A. Yes B. No, it is a hassle to upload C. It’s a priority for 2018 D. Other
  23. 23. ● From “Press Releases” to “News” ● “Press” excludes wider audience ● Softer tone; more journalistic approach ● Average of 2 to 3 articles p.m. 7. Open house Categorization & searchability
  24. 24. ● Features = amazing recovery stories ● Testimony to hospital’s core competence ● Inspiring stories of hope for patients, family, and friends ● Average 3 to 4 articles p.m. 7. Open house Categorization & searchability
  25. 25. ● “Blogs” section highlights the more personal side of patients and hospital staff ● Averages roughly 1 article p.m. ● “In the media” category showcases all earned media items 7. Open house Categorization & searchability
  26. 26. ● Tag search helps visitors search what they need once on your newsroom ● Popular topics quickly allow to identify a topic regardless of category (news, feature, or blog) ● The ‘search’ box allows visitors to use their own query words for a specific search 7. Open house Categorization & searchability
  27. 27. 7. Open house Media Library
  28. 28. Poll #3: What do you perceive is the biggest hurdle to implementing a digital newsroom? A. Cost B. Technology C. Content D. Culture E. Other
  29. 29. PressPage provides a SaaS PR platform that enables brands to publish, host and distribute rich content, and provides direct insights into results. PressPage empowers PR professionals by adding efficiency and effectiveness to their daily workflow.

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