• 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.