Get more out of a newsroom in 2023

When we think of a newsroom, we probably see a trading floor-style room in which journalists run around with tips and gather around the person of interest. The phone is ringing off the hook and there is paper flying around

In this article we won’t be focussing on the physical newsrooms that one often sees during conferences or events, but rather the online newsroom. We define it as ‘an online environment run by a business/organization to provide relevant news to the press regarding business operations’.

Though there is some overlap between the physical and the online versions, especially when we look at purpose and structure, they take place in very different environments.

In public relations, a newsroom refers to a center where news is created for the media.

Why you need a newsroom

In your company, there is so much information flying around. The online newsroom creates a structured environment in which you act as a trustworthy source of company news to the outside world. More specifically journalists, media companies, editors, influencers, and sometimes even (potential) clients or customers.

What does it look like?

Essentially it is a simple web page whose purpose is to feature all your press releases and company news in one place. Sounds simple right? Well the benefits are surprising

Control the narrative & build trust

An online newsroom allows you to completely control the narrative and decide what goes public. It is not for the outside world if it is not shared in the newsroom. This can be press releases, market reports, trend reports, media assets, and even photography.

The newsroom is not only meant for journalists. Potential employees, investors, and potential clients are likely to use this place to find information about your company.

Draw media attention

Journalists have been overworked ever since they started their careers. The most annoying thing for a journalist is to rely heavily on multiple sources when searching for intel. Precious time is wasted, time that they don’t have.
The easier you make it for a journalist to find your information, the higher your chances are that a story will make it from idea to published and work in your favor.

More Web Traffic

Your marketing team will be pleased, and probably your sales team as well. A newsroom creates an increase in web traffic, especially if you optimize your press releases for SEO.

You can even consider turning your newsroom into a source for a company newsletter. There is a big chance that journalists, potential employees, brand ambassadors and maybe even clients will sign up to stay in touch. Did someone say lead generation tool?

Build a newsroom?

Depending on whether you have an in-house PR team or outsource your PR work to agencies, a newsroom will be a great starting point.

Remember: The public-facing part of your newsroom should be focused on creating the easiest experience for journalists. The company-facing software should make it easy for you to handle media requests, upload material, and monitor responses

Easy & Cheap option: Use your website’s blog section and add a newsroom category. Build a new page that displays these pieces of content

Easy & Not free option: Use a software tool. These tools are often quite elaborate and maybe most helpful when you manage an in-house PR team.

• Prowly

• MyNewsDesk

• PressPage

A powerful newsroom in 2023

Your newsroom in 2023 can power up your outbound PR and create inbound PR. Follow these recommendations to build a powerhouse of a newsroom.

1. Add your newsroom to your main domain. The newsroom and the links in the newsroom serve as a strong link builder

2. Add contact information to all releases and the main newsroom page. You need to make sure that people can find you.

3. Upload your media assets for journalists to find.

4. Add PR contacts but also information on the leadership team to your newsroom for profiling opportunities

5. Make sure the newsroom is branded in your brand guidelines.

6. Categorize your news to provide readers with a better experience.

Optional:

1. Include awards and honorable mentions

2. Include information on your CSR actions

Examples of powerful newsrooms

Want to feel inspired? Take a look at these newsrooms from well-known organizations

See how Lynk & Co created a branded and extremely well-categorized newsroom

Nutreco calls it a Media Centre.

WeTransfer has a newsroom with a great UX

Sources