8 reasons a contemporary digital newsroom improves your coverage

By upgrading your newsroom and supporting a brand journalism effort, you can improve your own messaging—and even interest more news outlets.

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When Amazon Go opened a futuristic grocery store, the technology was interesting enough for The New York Times to write it up.

Customers bag their groceries without ever lining up to pay for them, and Amazon digitally charges them.

“There are no cashiers or registers anywhere,” the Times reported. “Shoppers leave the store … without pausing to pull out a credit card. Their Amazon account automatically gets charged for what they take out the door.”

There was just one problem, from the perspective of computing giant Cisco: The story never mentions that Cisco helped provide the network infrastructure to help make the store a reality. So Cisco used its brand journalism newsroom to feature its technological contribution to the futuristic marketplace.

With the new year approaching, it’s a good time to assess your online newsroom. Is it still just a mishmash of press releases and rah-rah corporate jargon?

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