When you publish your corporate content via the online newsroom, how many different and unique ways will your news consumers access this information – computer, mobile, tablet? Moreover, if you already know many of your news consumers prefer mobile or tablet, you simply have to accommodate their preferences or risk losing them to a competitor. That’s what the folks at Cigna did when they specified responsive design in the re-design of their recently launched online newsroom.

“It’s really a no-brainer for a company that’s designing for the first time, or has made the commitment to a major re-design of the brand site,” Wayne Macke, manager of digital marketing at Cigna said.  “Cigna.com visitors are heavy mobile and tablet users, so it made sense to provide them a user experience as free of design noise as possible.”

Cigna Online Newsroom PC

Cigna re-designed their online newsroom based on industry-standards for desktop, tablet, and mobile devices using a customer-centric view.  “The Cigna branded site was already responsive, so it was important for us that when customers transitioned to the online newsroom they were greeted with similar look, feel and multi-device functionality,” Macke continued. 

Cigna Online Newsroom Tablet

What advise does Macke have for others looking to make the commitment to responsive design? “Keep things simple, and don’t get lazy. It’s easy to fall into the design trap of just stacking elements down the page as the site scales to fit a particular device. But, that might leave important content and functionality out of sight and out of reach for the consumer. Make sure as your site adjusts the most important features remain on the screen, whatever that screen size may be.” 

Cigna Online Newsroom Mobile

Cigna is not alone in its decision to move to responsive design for their online newsroom. Toyota recently moved forward with responsive design, and today their online newsroom is completely adaptable without the need for a separate mobile website.

Mobile visitors make up a significant percent of Toyota’s online newsroom traffic - including iPhone, iPad, Samsung Galaxy, HTC, and Motorola mobile devices. The responsive design allows for seamless management of their website, without having to worry about a completely separate mobile application that can be costly and may involve separate maintenance. Do you want to learn more about chow ompanies like Toyota and Cigna enjoy success with a move to responsive design in their online newsroom?

And if you needed a final reason to consider the move to a responsive online newsroom, think SEO. Jay Taylor of Search Engine Watch recently gave us 3 reasons why responsive web design is the best option for mobile SEO strategy. But, perhaps the most important of the 3 reasons – Google thinks it’s a good idea!

Responsive design remains a hotly debated topic in design forums and groups across social media – some think it’s a necessity, others say it’s too costly with a steep learning curve. But, without a doubt, when you’re considering your next move to increase user satisfaction in your online newsroom, consider going responsive. You can schedule a quick demonstration of the TEKGROUP Online Newsroom software today.


Ken Payne is a TEKGROUP research and content marketing consultant, and an associate professor of public relations at Western Kentucky University’s School of Journalism & Broadcasting who lives at the intersection of technology and tradition. Ken is PRSA accredited, an active member of AEJMC, and would someday like to work as a ski patrol volunteer (free season pass!).

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