For several years, we’ve gathered feedback from journalists, asking what they want to access in an online newsroom. This year, we’ve added to our normal Top 10 list and gleaned a Top 20 list from the new 2009 TEKgroup Online Newsroom Survey. By supplying most, if not all of these elements, you are well on your way to helping journalists help you.
In a previous blog post “The Press Room is Dead,” I noted how the online newsroom now caters to multiple audiences, not just journalists.
While recognizing each audience, communicators should have the means to categorize and target content by section.
Every business tool should yield an evaluation metric to determine its usefulness. Value can be seen in multiple forms from an online newsroom. It can save time and money, generating a financial return, it can provide traffic statistics, and it can track and identify journalists who visit.
Although the consumer site will link to the online newsroom, attention should be paid to the use of meta tags, titles, URLs, keywords and links within the online newsroom, as well as within each news release. A planned strategy will increase traffic.
Start here and stop here. The online newsroom should be your starting point. You should have a page or section that displays links to every external environment in which your organization participates, including Twitter, Facebook and YouTube. Those external environments should also link back to the official source of information – the online newsroom.
Almost 100% of journalists surveyed indicate that they prefer to receive news via an email alert. The key is to make sure you target distributed news so that it is pertinent to the individual recipient.