5 ways to reach journalists and bloggers through your online newsroom

An organization’s newsroom shouldn’t just be a press release graveyard. Here are ways to give writers and others what they want—and improve your earned media conversion.

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These days, every company must be a publisher.

As traditional news outlets shrink, organizations are learning to tell their stories in a journalistic fashion through text, photographs, infographics, videos and other means.

Yet in pursuing that mandate, organizations mustn’t overlook a related task: to ease the job of journalists and bloggers by making newsrooms as reporter-friendly as possible.

“They have to, because there are fewer and fewer reporters are out there, fewer people that can tell their story for them,” says Tom Foremski, a former Financial Times journalist who publishes the influential Silicon Valley Watcher blog.

There’s a lot of information out there, and if you don’t provide what reporters, bloggers or others need, they are likely to snag non-corporate images or pull videos from YouTube, says David Erickson, vice president of online marketing for the Minneapolis public relations agency Karwoski & Courage.

“If you put your head in the position of the reporter or the podcaster or whoever and figure out what they want,” Erickson says, “you can provide it instead of somebody else providing it, and you can better control your brand.”

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