By Robert Leitch, Content Technology Manager
An online newsroom is a dedicated space for distributable information about a corporation or organization.
The concept of the digital newsroom is not a knew one—online newsrooms have been around since the early days of the internet, long serving as a way for corporate communicators and PR pros to target traditional media with resources such as press releases and kits, photos and video. As technology and the industry evolve, though, so too must a communicator’s approach to distributing content for clients. The goal of any PR pro, after all, is to maximize exposure for our clients. The most effective way to do that is to make press materials as easily accessible to journalists as possible.
Our approach to the online newsroom at MediaSource has always been to minimize the burden our media friends by eliminating any unnecessary hurdles between them and the content they’re looking for. We saw the beginnings of a shift in the preferences of media outlets away from physical deliveries into digital delivery, so in 2009 we built our digital newsroom.
We’ve been refining and adapting our digital delivery system to best serve the needs of our clients ever since, and it’s helped us remain an industry leader. Our content has been accessed and downloaded by all major outlets, including CNN, NBC, ABC, CBS, FOX News, USA Today, New York Times, Wall Street Journal, LA Times, NPR and others.
Here are 3 tips to make the most out of your online newsroom and achieve results for your clients:
1. Personalize Pages
Set up subdomains for each client to keep content together under one address, eliminating the need for journalists to wade through irrelevant content to find what they need.
2. Diversify Content
A major distinction between MediaSource’s online newsroom and traditional online press rooms is the wide range of content, file formats and quality we offer in every release. Where most newsrooms provide one file type, we see the benefit of giving journalists options to download content in any number of forms. We offer sound bites, photos, videos, scripts, etc. in a variety of qualities that can be accessed and downloaded immediately.
3. Simplify Accessibility
All content is easily downloaded via hyperlinks, from the story itself to each individual downloadable element. With simplified delivery at the click of a button, our digital delivery system facilitates producers, editors and reporters getting what they need with just a click.
Developing an easy-to-use digital delivery system is pivotal to your success as a PR pro. Incorporate these elements to make a journalist’s job easier, because a happy journalist is more likely to use your content and deliver results for your clients!