The essential ingredients of a brand newsroom

A revolution is supposedly afoot in the PR and marketing world—brands are creating actual newsrooms. Here’s what you need to know. 

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Not online newsrooms, where journalists go to find contact information and press releases from a company, but physical newsrooms.

At least that’s what everyone seems to be saying. Digiday has been all over this trend. It recently asked the question, “Should Brands Have Newsrooms?” (The answer was a general yes-ish for some brands, definitely for agencies). A few days later, the site published an op-ed proclaiming, “Brands Need a New Type of Newsroom.”

Even U.S. Cellular hung a banner during the Oscars proclaiming its designated workspace “2013 Oscars Newsroom.” But as PR Daily noted in an Oscars-related article earlier this week, it didn’t work for everyone.

If you’re thinking of making the shift to a newsroom environment, here’s a piece of wisdom, courtesy of my high school geography teacher, Mr. Dryden: A revolution is a process, not an event.

A shift in mindset

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