7 newsroom features that increase journalists’ engagement

Nissan and Mayo Clinic have disparate missions, but their top-rated online newsrooms offer lessons for others about how to draw reporters—and fans.

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Every corporate online newsroom has “musts”—the essential areas that are most visited by reporters and other key users.

Sometimes those essentials are popular parts of the site—as when Nissan creates an archive of its concept cars, or models that won’t be sold but herald future developments or are fantasy vehicles.

At other times, the essentials have a narrower audience, as when Mayo Clinic posts a b-roll interview with a medical expert.

Either way, the two top newsrooms from widely divergent organizations offer lessons that every communicator should consider. Above all, know your business, your industry and the news media well enough to anticipate what will draw reporters and others.

“What we’re trying to do is break through the noise and meet the media and the consumer where they are consuming content,” says Ron Petrovich, director of communications for news and news delivery at Mayo Clinic. “We develop fresh content based on our strategic priorities, but we also want to get into the news cycle as well.”

Here are a few areas every online newsroom should offer:

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