It seems as if every company – big or small – has an online newsroom. Most just contain a listing of press releases or a small gallery of images. Typically to maintain a successful, effective online newsroom, there are several key elements that must be included. Creating and publishing content on a regular basis is of utmost importance, along with ensuring that the content is relevant, shareable and contains some multimedia elements such as photos or videos.

Why are these healthcare organization newsrooms best in class?


More companies are seeing the impact from self-publishing and self-distribution of their news through the use of a brand journalism strategy. This means developing a mentality of creating great content that talks about the industry, the people, and the products in a way that connects directly with the consumer. AbbVie’s newsroom offers insight into not only their company but also the hot topics and issues surrounding their industry. Stories about new drug treatments, 3D printing, and virtual reality are front and center along with thoughts on their latest financial statements. Press releases, events calendars and photos can also be easily retrieved as well as direct links to AbbVie's social channels, including Twitter, LinkedIn and Facebook.

Renown Health 

Renown's online newsroom utilizes a “Quick Ideas” section that highlights their subject matter experts in important and current topics such as “Car Seat Safety Tips from the Experts” and “What’s News This Flu Season?” Every organization has subject matter experts. Put them to use in creating content for your newsroom and in turn boosting your SEO. They also utilize email alerts which journalists prefer over any other type of news alert. Having an email alert option allows journalists and other parties that are interested in your organization or news about your organization to receive an email when you have news to share. This is a group that is vested in your company and chooses to receive information- utilize them!

University Hospitals

Instead of focusing solely on traditional journalists, distributing news content via social media channels is not just opening your news up to an entirely new audience, it is much more cost-effective. Using your social media newsroom as a news distribution channel is one of the top ways that you can save a significant amount of money. Additionally, by including libraries of videos and images and making them available for sharing on Facebook, Twitter and LinkedIn while at the same time offering high-resolution images for traditional journalists and print magazines, is going to save you money by less Fedex’ing, less emailing of large files, less file management, and increased visibility and awareness. Using a social media newsroom as a news distribution tool will help you centralize all of your communications content – news stories, videos, photos, thought leadership and blogs, media kits, calendar events – and make it available not just to journalists, but also to the general social media news consumer.

Many healthcare organizations are taking advantage of the cost savings and increased awareness that can be achieved with an online newsroom. The above examples highlight some features and strategies that you can leverage when updating your online newsroom. Our research reports highlight many best-in-class online newsrooms in various industries. Sometimes these examples can help inspire your team to consider implementing these ideas as well. Simply email or click here to  schedule a quick guided tour of these or other newsrooms that interest you.
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