If you don’t have a online newsroom on your website, several things likely occur:
• You lose out on media coverage.
• The media that cover you make more mistakes than they would if you had an online newsroom.
• The media neglect cool elements of your story more than they otherwise would or should.
• Because many non-media types read the content of online newsrooms, your biggest fans and prospects lack the resources they need to learn to love you, or love you more.
An online newsroom matters. And, no, yours doesn’t have to be as dope as Coca-Cola’s
It does, however, require a few basics.
1. Make media contact details obvious.
Unbelievably, many newsrooms fail at this. There should be a person who is listed as the point of contact. This should be above the fold and un-missable.
2. Link to recent press releases.
Simple enough. Because most press releases contain quotes you will provide an out for journos in a hurry who may not be able to speak with your execs. Never a bad thing.
3. Link to recent media coverage.
Again, easy enough. If you don’t get a ton of press, don’t worry as even a little bit of coverage will convey that.
4. Include a media backgrounder.
Consider a few backgrounders—say one on the company and one on the new line you’re launching (No need for 10. 1 or 2 will do). These will educate those who find you for the first time at your newsroom.
5. Include executive bios.
Some press segments will want to know about the bosses. This is particularly true in certain industries. Be safe and include these.
6. Be social.
This is not 2003. Your newsroom should have clear social media links. Sometimes brands embed widgets that display their latest status updates on various platforms. Consider giving prominence to the personal social media accounts of your C-suiters (provided they’re not crazies prone to Cro-Magnon assessments of contentious issues).
7. Multimedia content is a must.
The multimedia section can make or break a newsroom. You should have hi- and web-res pics, videos, other visual content (like a PPT deck), maybe a few audio recordings or webinars, logos, etc. Media need this stuff.
[RELATED: Learn the 7 elements of storytelling with video at this one day video boot camp.]
8. Organize your multimedia content by type.
This means there should be a photos section, a videos section, etc, etc.
9. Show off your case studies.
Case studies are particularly helpful for B2B firms. Why not show interested media how you’ve helped clients overcome their problems? Cases are a great proof point for those checking you out.
10. Display blog content on the newsroom homepage.
The press may be interested in the content you publish on your company blog. Feature relevant, popular blogs on your newsroom homepage.
11. Make it all searchable.
You need a search function because media are time-crunched. They will abandon ship if they can’t find what they want. And then the story about you may end up full of errors.
12. Optimize around keywords.
Like any website page the newsroom offers a chance to optimize content based on keywords. Give some eye to this pre-build.
Go get ’em, Tiger!
A version of this story first appeared on Proper Propaganda's blog.