As organizations move to be more transparent, maintaining open lines of communication with your constituents and influencers is critical. The #1 most important feature of an online newsroom in the eyes of a journalist is PR Contacts. In order to socialize your PR Contacts, there are two steps to take. First is to potentially open up your contact list to include people outside of the PR department, such as Subject Matter Experts, technical resources, sales and marketing contacts. Additionally, provide social network contact information for your PR contacts including Twitter, Facebook, and LinkedIn profiles, so that journalists and others can connect with your PR team via social media. Did you know you can update your PR & IR Contacts from your online newsroom?
Audio has long been a staple of successful online newsrooms. Traditionally, organizations would create audio clips of earnings conferences or create mp3 audio files of their commercials so that journalists could quickly download and listen to executives as well as hear the latest radio or TV ads. In the past several years, as the technology has become easier to use and the costs less expensive, companies have begun to create podcasts featuring not only executives, but also HR, R&D, and Business Development spokespeople. Additionally, public companies are able to provide a real-time audio stream of their earnings conferences and other important financial speeches. Once the audio content is created be it a weekly podcast, or quarterly earnings webcasts, ensure that it is shareable. Let people easily post it on their Facebook, Twitter and LinkedIn accounts so that they can quickly pass the information along to their colleagues.
Similar to video, making your images available not only within your press releases but also as part of categorized galleries will help people quickly find the pictures that define your organization. Ensure that you make the images shareable, allowing people to quickly post them on their Facebook page or exchange them with friends and colleagues. A lot of successful organizations also create an area on Flickr to house their photos and then embed those images into their online newsroom. By intertwining your images with Flickr you are getting your brand in front of millions of people that search Flickr on a daily basis. Additionally, if you are running into space and storage issues with your existing online newsroom, you can create a large archive of images on Flickr that will help offset some of those costs.
Before blogs were called blogs, they were called message boards. And before that, they were called Forums. In reality, the idea of self-publishing short pieces of content that people can comment on and exchange a back-and-forth dialogue has been around since the 1980's with popular destinations such as the Well, CompuServe, and AOL Boards. Corporations have been utilizing blogs now for several years with CEO's, other executives, R&D and HR staff taking advantage of blogging sites such as Wordpress and Blogger to help them get their message out in a less formal method than the traditional press release. And, by inviting comments and feedback, organizations can gauge their constituents' sentiment instantly. The next evolution in blogging will provide your organization even more resources for interacting with the media as well as possible consumers. Blogrolls, which are groups of related bloggers, will help an organization round out their blog content by offering fresh and different perspectives either inside or outside the organization. Additionally, organizations are creating an area for featured bloggers that they commission posts from on an ongoing basis, to provide external voices to particular topics that are important.
|Puget Sound Energy uses a local meteorologist, Andy Wappler, and a blog to keep constituents updated on important events, including power outages.|
Making all of your organization's events available is important to journalists who are seeking more information about press conferences, trade shows, earnings announcements, and other product launches or milestones. Online newsrooms are the perfect place to provide a calendar of events highlighting all happenings and now with social media tools such as eVite and Facebook Groups, communicators can actually invite people to their webcasts, press conferences or trade show booths and interact with them prior to the event. This gives organizations a way to gauge interest in their announcements to help build anticipation and set expectations.
Are you spending a lot on postage/shipping? One of the quickest ways to generate a return on your online newsroom investment is to digitize your press kits and make them available online. This will allow you to immediately reduce your printing and shipping costs for traditional press kits, which can be extremely costly to both produce and mail. By making your press kits interactive and shareable, you are able to allow users to pick and choose which pieces of the press materials they are interested and make their own customized PDF files of press kit information.
Another staple of successful online newsrooms is the executive biography. Journalists are always looking for quotes from high level executives and by providing these in an executive biography you are able to get your key executives press coverage especially when certain industry issues crop up. Extending the executive biography throughout your organization to create people profiles and subject matter expert biographies will give your organization even more exposure and more chances to get interviewed during important news cycles. Additionally, ensure that you include the various social networks where your executives are active, including LinkedIn, Facebook, and Twitter. Did you know TEKGROUP's online newsroom lets you manage thought leader, subject matter expert & executive bios?
Most online newsrooms have the ability to create a single "dark site" to be used in times of crisis. Typically these consist of a handful of pages that can be updated behind the scenes and then made live once the crisis hits. With today's 24x7 news cycle and with social media outlets being used more and more to break news, it may be important to have multiple sites ready in advance. Some organizations are creating dark sites each quarter for their earnings releases by putting all of the support materials up and online in a secure area prior to releasing earnings. Micro-sites can also be used for new product launches, executive crises, and special events. Do you want to learn more about the control that you can get with an online newsroom?
|Google and several other public companies have moved away from using expensive wire services to utilizing an investor relations web site, RSS feeds, and social media for optimal disclosure.|
Are you interested in learning more about saving time and money with an online newsroom? Schedule a tour today!