I’ve visited a lot of online newsrooms that were created by people who don’t believe the old adage that is something is worth doing, it’s worth doing well. Generally, what you get is a list of press releases and a static media kit. Yawn.
An online newsroom can be so much more. Here are 5 tricks for making yours one that journalists will love.
1 – Make it Easy to Find What the Visitor is Looking For
Information should be organized in logical categories that are easy to get to. People should be able to search by topic or content type. Related information should only be a click away. (Check out Coke's for a great example.)
2 – Include Multimedia
Leveraging great graphics and video will make your site more engaging. Use video and images to tell the story of your brand. Include multimedia components that reporters can download and use.
3 – Include Information on Spokespeople
Reporters don’t necessarily work when you do, so make it easy on them to get the background they need on any spokespeople they are going to interview or quote. Include a short bio, along with a longer background and a photo or two.
4 – Encourage Social Engagement
Be sure to include links to your social properties along with share buttons. It is also a great idea to include your most recent blog posts and the ability to subscribe to the blog.
5 – Include a Call to Action
Think about your newsroom as a landing page for media contacts. You wouldn’t create a marketing landing page without a way for a prospect to “convert,” so don’t forget to add a call to action for reporters. Perhaps they can sign up to be notified of future news, or maybe they can be added to your embargo list. In any case, make it easy for them to raise their hand and let you know they’ve got at least some interest.
Your newsroom can be an important part of your earned media strategy. Of course it should have press releases, recent coverage, and a media kit, but with these five tips, you can take it to the next level.