Make your online newsroom the best it can be

Reporters and bloggers typically first visit the online newsroom when developing a story about an organization or brand.

They also visit corporate newsrooms when writing about an industry development or business issue. Two-thirds of journalists visit online newsrooms every week and one-third visit a newsroom daily, according to a survey by video content provider TheNewsMarket.

A first-rate online newsroom containing content that journalists seek opens the door to major media mentions, because journalists from national publications and trade journals are the most likely to seek out information in corporate newsrooms.

Yet many organizations treat their online newsrooms, also called press rooms or media centers, as a dumping ground for old press releases, frustrating time-pressed reporters and bloggers. If corporate communications professionals don’t post what reporters or bloggers seek, and in a place where they can easily find it, they’ll turn to other, less reliable places for information.

Here are the key attributes of an effective corporate or brand newsroom: