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 followed. 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.
Focus on Social
T-Mobile has harnessed all of their various channels including Facebook, Twitter, Instagram, and YouTube into one "social wall" that displays tweets and posts and videos from anyone using various T-Mobile hashtags and categories. This helps others see what is being said about the company at a glance.
Motorola Solutions is an international organization, meaning their news needs to be available in many different languages. Their online newsroom content is available in German, Spanish, and Chinese. Making the content available in multiple languages increases their chances of broader reach and also makes it easier for journalists in foreign countries.
A great example of brand journalism is Sprint and their website goodworks.sprint.com. On this site Sprint discusses topics such as: recycling and repurposing programs so cellular phones don't end up in land fills, the Sprint Drive First App to make safe driving a priority, and how they are working to get internet service to 50,000 disadvantaged youth throughout the country through President Obama's ConnectEd Inniative. Through the use of brand journalism, we know Sprint cares about the environment, they want to make the roads a safer place for us and they are helping those that don't have access to the technology they need for a proper education.
Many technology companies 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.
For a quick guided tour of these or other newsrooms that interest you email firstname.lastname@example.org.