This document provides tips for companies to improve their online newsrooms. It recommends that companies optimize their newsrooms for mobile, use visual storytelling with high quality images and videos, make content easily shareable on social media by integrating sharing tools, and integrate the newsroom with pitching tools to promote stories to relevant influencers. The overall message is that online newsrooms allow companies to engage audiences through storytelling and should be mobile-friendly, visual, and shareable.

1. TIPS FOR
IMPROVING YOUR 4
ONLINE NEWSROOM

2. Every Company is a Media Company

3. PR pundit
Tom Foremski famously
stated this back in 2005.
Fast-forward nine years,
and he’s been proven
indisputably right.

4. 60%
of companies are creating content to
attract new customers.
Hubspot’s 2013 State of Inbound Marketing Report

5. The smartest brands, though,
do more than create content.
They tell stories, not just for the
traditional press, but for
consumers, journalists,
influencers, and anyone else
who’s interested in them.

6. When a global brand like
Coca-Cola’s decides to ditch
the press release and build a
newsroom and digital
magazine, you know there’s
a sea change afoot.

7. “I'm on a mission to kill
the press release. Ashley Brown,
Digital communications and social media lead,
The Coca-Cola Company

8. At the center of this new
brand journalism:
the online
newsroom

9. A media hub for all your
stories, videos, images, and
other content you create to
engage with your audiences.

10. TIPS TO MAKE YOUR 4
NEWSROOM
STAND OUT

11. Optimize for
mobile
1

12. Mobile media consumption Source
2009 2010 2011 2012 2013
Smartphone screens are one of the primary ways
that users interact with content, so make sure your
newsroom works on mobile devices.
20%
12%
9%
6%
4%

13. Don’t reinvent the wheel
get a free mobile
social media
news template
Download

14. Use visual
storytelling 2

15. News releases with multimedia
get viewed more
Source 〉
9.7x
4.3x
1.8x
+ 7.4x
+ +
Put visuals center stage in your news releases.

16. Make downloading images a breeze
Use low-resolution images that load fast,
and link them to high-resolution versions
that can be downloaded in one click.
*****
!
Don’t hide your images behind password-protected
image libraries.

17. Make it
3 shareable

18. Add social media sharing widgets to your
newsroom so that it’s easy to share your content.

19. Tweets with images Source 〉
get more clicks, favorites and retweets
+18%
+89%
+150%

20. Facebook posts with images Source 〉
get more likes and comments
+53%
+104%

21. Make sure your images
and videos are
automatically embedded
in social posts.
Use Facebook Open Graph and Twitter Cards

22. Integrate
with a
pitching tool
4

23. Building your newsroom
is just the first step.
You still have to pitch your stories
to relevant influencers to make
sure they know about it.

24. Use a pitching tool that integrates
with your newsroom
This way you can
easily share your stories in multimedia
and get integrated analytics
Try my PR pitching tool Prezly

25. All this advice may sound daunting,
but launching an online newsroom
isn’t all that complicated.

26. Start small, use a good template,
and most importantly, lead with
great stories.

27. Presentation by Prezly
The media pitching toolkit

28. And external communication Check a case study of ttehaem PsR atot oblrands

29. Try the free 15-day trial
www.prezly.com