If you engage in media relations, an online newsroom is an essential resource that provides journalists with easy access to the materials they need to write accurate and thoughtful stories about your company.
Take the time to curate your online newsroom — it’s a space to put your company’s best foot forward and support a strong relationship with the media, leading to opportunities for more exposure.
Make it Easy to Download the Most Commonly Requested Information
Put yourself in a journalist’s shoes: what documents, images or research will help them write the best article they can? Thinking from a journalist’s perspective might lead you to the exact documents you need to include in your newsroom. Ensure they’re easily downloadable, too.
A few must-haves for any company include:
- Your logos – Your company logo, along with other product and service brand logos, should be downloadable in a hi-res format.
- High-quality images – Do you have professional, hi-res photos that can accompany new stories? Consider environmental shots such as relevant buildings or places, or images that demonstrate a process. Make sure they’re downloadable so journalists don’t have to worry about finding a photo to accompany their story.
- Bios and headshots – Journalists might want background information on your company’s spokespeople or leaders. You can include that here, in addition to high-res, downloadable headshots.
- Contact information – Provide journalists with an up-to-date media contact to coordinate interviews or handle informational/product sample requests.
Share Company News and Events — It Could Spark a Story Idea
Use your online newsroom to highlight relevant or newsworthy happenings with your company. A journalist could resonate with a topic and it might catalyze an article.
- Upcoming events, speaking engagements, etc. – If there’s any opportunity for journalists to hear you or a spokesperson present, this is the place to let them know. By engaging directly with their audience in a live setting, spokespersons can earn credibility as a thought leader. Live events offer a lot of material for journalists to work with.
- Press releases – Expanding? Introducing new services or products? Forging a key partnership? Post all press releases here in a feed format so journalists can reference as background information and for new story ideas.
- Awards and recognitions – Highlight individual and company-wide awards and digital badges to instantly boost your credibility as a public spokesperson or media source.
Showcase Your Thought Leadership
Perhaps your company already has a robust content marketing strategy. Your online newsroom can be an ideal spot to sprinkle in educational and/or entertaining materials you’ve developed. This showcases your expertise in key topics and exemplifies your thought leadership in the industry.
- Blog posts – A blog is one of the best ways to drive traffic to your site, especially if it’s optimized for search engines. It’s an effective way to control your company’s narrative, contribute to your industry and educate customers. Consider including hyperlinks to a few of the most relevant or top-performing blog posts in your online newsroom.
- Social media – In today’s world, an active social media presence is expected for most organizations. Invite visitors to follow you on Facebook, Twitter, Instagram or elsewhere with prominent social links or live feeds in the newsroom.
- Sign up for the newsletter – Do you regularly keep in contact with your target audiences through an email newsletter? Include an opt-in form so visitors can keep pace with your expertise and company happenings.
- Case studies – Nothing is quite as convincing as case studies showing a client’s experiences with your products and/or services. A journalist might refer to a case study to emphasize your company’s impact through anecdotal or data-driven stories.
- Whitepapers – Whitepapers are research-driven educational pieces that demonstrate a sincere need for your products or services. A journalist might refer to your company’s whitepapers to get insight into your industry and customer pain points.
However you decide to display your online newsroom, make sure it stays organized, navigable and updated. Partnering with an experienced public relations firm can help you understand what materials are most beneficial to include, what should be featured first and what may be lacking.
The best online newsroom doesn’t only support journalists who want to learn more about your company, but it can also boost your online credibility. Most audiences value transparency, and when this information is readily available, visitors (including the media) are more likely to return again.