To gain online audiences, many news organizations have shifted to multimedia approaches.
Newspapers and trade journals now integrate videos, infographics and podcasts into their coverage. To improve your organization’s online presence, PR pros should adopt these methods, too.
Online newsrooms that use video, photo galleries and GIFs to attract consumers are seeing increased traffic from journalists. A survey from The News Market says 66 percent of journalists visit various organization’s digital newsrooms weekly—33 percent visit them daily.
The News Market found that reporters rely on digital newsrooms for video clips and infographics to accompany their stories.
“Short-form video clips are becoming an expectation among journalists looking to feed new visual online formats,” as well as other “complementary assets including infographics and pictures with text,” the report says.
Despite their growing importance, most online newsrooms don’t meet journalists’ needs.
RELATED: Free download: 11 Essentials for a Stellar Online Newsroom.
Only 17 percent of survey respondents rated them as very useful in their current form, and more than 50 percent expressed difficulty with low-resolution graphics.
How PR pros can improve
The News Market offers these recommendations for PR professionals in charge of building and populating online newsrooms:
• Ensure content is relevant.
• Make high-resolution images available—ideally in a range of formats (JPEG, PNG, and GIF).
• Display rights and restrictions for the use of each asset.
• Make content accessible, shareable and downloadable, and consolidate every possible element that reporters might use on a single page. Many online newsrooms require reporters to locate images in text lists on a separate Web page or to subscribe to an email list to access videos or images. Those barriers prevent journalists from compiling stories that reflect a PR pro’s intended message.
• Send alerts through email or social media.
Tips to attract more PR coverage
Journalists are not the only ones visiting online newsrooms. Business Wire’s vice president for Web communications services, Ibrey Woodall , says they’re also frequented by bloggers, investors and researchers.
Woodall recommends doing the following to increase your organization’s reach:
• Place a link to the newsroom in your website’s navigation bar.
• Adhere to search engine optimization guidelines.
• Use branding that matches the look and feel of your organization’s website. This will help journalists more effectively navigate.
William Comcowich is the chief marketing officer of CyberAlert, a media monitoring and measurement service. A version of this article originally appeared on the CyberAlert blog .