To make sure your online newsroom is useful to journalists, you need to do a great job with traditional PR elements such as press releases. But to reach out to journalists and persuade them to cover your news, you’ll also want to ace email alerts, provide an integrated social media experience and do it all on an mobile-friendly online newsroom platform.
Yes, journalists actually want your emails
Every year in our Online Newsroom Survey, email alerts rank in the top 10 of features journalists want in an online newsroom. This year, email alerts came in at #6 overall, with 92% of journalists saying that they prefer to receive information from a company or organization via email. No other medium even came close: only 3% said they prefer text messages, 2% said phone calls, and 3% said Tweets. In addition, 94% said they prefer to receive story pitches via email, 2% said text messages, 3% phone calls and 1% Tweets.
One of the simplest, smartest ways to develop an email relationship with journalists is to offer email alert signups in a prominent place within your online newsroom. The majority of journalists—75%, to be exact— prefer to choose the type of news they’ll receive, so offering signups that allow the user to choose is a wise idea.
Dollar General’s newsroom allows the user to choose his or her preferred type of news.
After capturing email addresses, you’ll get the most out of them with an online newsroom platform that has a fully integrated email distribution tool and detailed analytics to tell you who has opened your email and which links they’ve clicked. Using the information garnered after each send, you can refine your email lists and target those journalists most likely to cover your news.
Rumors of Facebook’s death have been greatly exaggerated
Although Facebook is often regarded as a consumer rather than a professional/business platform, 89% of journalists said they visit the Facebook pages of companies and organizations, and 43% visit these pages often. Moreover, 88% of journalists said that it’s important for a newsroom to have a section with links to the company or organization’s social media pages. Overall, social media integration was the #10 most important feature for journalists when visiting an online newsroom.
RE/MAX integrates social media in their online newsroom with an imbedded Twitter feed.
Mobile access is essential for journalists
A mobile-friendly newsroom is essential not only for SEO but for the journalists who cover your news. Like everyone else, journalists are increasingly using mobile devices to do their work—75% said that it’s important to be able to visit an online newsroom using a mobile device. Overall, mobile accessibility ranked #18 among the features journalists seek in an online newsroom, coming in just behind video (#17) and just ahead of password protection (#18). Sprint and Toyota are just two examples of clients who run beautiful and highly usable mobile-friendly newsrooms on TEGKROUP’s responsive design platform.
Sprint’s online newsroom is built on TEKGROUP’s responsive design platform.