18 March 2009
In today’s fast pace digital PR world, too many “experts” and “thought leaders” are talking about Online Newsrooms and what they can do, but not enough people are actually showing real world examples of success. Everyone is a social media expert, but very few can show you tangible examples from companies using social media and Online Newsrooms in an efficient and measurable way.
 
We are extremely fortunate at TEKgroup International to work with some of the biggest and best companies in the world that use our Online Newsroom software solution. Companies like Ford Motor Company, Starbucks, Walgreens, Delta Air Lines, CIGNAMcAfeePRSA, Pitney Bowes, Getty Images, Turner Broadcasting, Scripps NetworksAccenture, Paychex, and Volkswagen to name a few.
 
We are also extremely proud to work with Prudential and in a recent discussion with their Chief Communications Officer, Bob DeFillippo, we asked him to talk with us about the success of the Prudential Online Newsroom, how they are handling social media, and where he sees the future of corporate communications.
 
I asked Bob to talk about the trends that they’ve noticed with moving their PR, media relations, and community relations online, using the TEKgroup Online Newsroom software. Listen to Bob’s response. One key element that Bob discusses is repurposing their existing content in terms of video, podcasts, image libraries, radio spots, webcasts and webinars for their Online Newsroom and also sharing that with their social media outlets. Bob tells me how Prudential leverages their existing content.
 
Our philosophy at TEKgroup has always been (since 1998) that your Online Newsroom should be a centralized point to reach all of your constituents, all of your key influencers. This includes the mainstream and new media, analysts, customers, prospects, government agencies and lobbyists, and anyone else interested in your organization. As Bob discusses in this segment, Prudential uses their Online Newsroom to reach all of their various stakeholders.
 
Monitoring. Metrics. Analysis. Measurement. You hear these words all of the time and they are extremely important. You need to be able to measure success. Hear Bob and his associate, Lisa Iurato, talk about how they are measuring and monitoring the success of their Online Newsroom. Some pretty incredible usage statistics in just one year.
 
In closing, I asked Bob where he thinks Prudential will be in five years. His response, as you might expect, is that communications will become ever more interactive in coming years with companies engaging directly with consumers using social media.
 
Using your Online Newsroom as a centralized communications portal can help you save time, save money, and maximize your reach and distribution, and companies like Prudential are proof that when used actively and properly, success can not only be attained but measured. The increase in awareness, site traffic, and social media conversations about Prudential are proof of that.
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