Amway, Online Newsroom
Cherokee Nation and Cherokee Nation Businesses, Anadisgoi.com
Cisco, Cisco's The Network
McGallen & Bolden Pte Ltd, microwire.info online newsroom platform
To see all the winners of the
2014 PR Daily Awards click here!
Best Online Newsroom
Iconic food-and-beverage company takes brand journalism to new heights
Coca-Cola Journey travels off the beaten path to reinvent the corporate newsroom.
Multiple surveys of reporters and editors have consistently identified what journalists value in an online newsroom.
The Coca-Cola Company
has proclaimed for some time that brand journalism is the new approach to getting news distributed, and its Coca-Cola Journey website is the epitome of the concept, a full-blown media platform supporting the company’s major marketing campaigns. Eschewing traditional press releases, the iconic food-and-beverage company uses Journey as the vehicle for launching news and information into the content marketplace. The metrics applied to Journey are as forward-looking as its use as a replacement for press releases: Impressions are not as important as engagement.
In addition to more typical brand journalism pieces, crafted in the same amount of time it takes a journalist to prepare a feature story, Journey also takes advantage of real-time stories. The direct-to-consumers approach to sharing company news and features has produced enviable results, including more than 32 million site visits and 76 million page views. More than 3,000 articles have appeared on the site from 577 different authors, along with some 11,000 videos and 13,000 images.
It’s important to consider how Journey influenced media coverage, with 339 million-plus media impressions resulting from content spread via media channels. While judges still would like to see elements important to reporters, Journey’s forward-looking approach could easily become a model for future newsrooms from any brand. For this impressive feat, we’re pleased to recognize Coca-Cola Journey with Ragan’s 2015 PR Daily Award for Best Online Newsroom. Congratulations to Jay Moye, Emily Bucherati, Natalie Johnson, Meagan Priselac, Jan Schneider, and Doug Busk.