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This is a presentation I created for my old job at Andrea Obston Marketing Communications. It based off of an online newsroom I created for our firm and clients. I presented the online newsroom at Biz Buzz Social Media Summit in 2010.
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Making the Most of Your Public Relations Program
The Online Newsroom
What is an Online Newsroom?
• Central online hub organizing all the information on an organization
•Organization profile•Press material•Financial information•Digital media
•Calendar of events•Boilerplates•FAQ Sheets•Media contacts
Benefits
• Positions you as the expert
• Helps you manage your brand
• Keeps you on the cutting edge of web 2.0– 90% of people use Twitter,
Facebook and blogs on a daily basis for news
– 50% start their news search on Google, Yahoo and Bing
Source: TEKGroup
But wait, there’s more!
• Extend the life of press material– Archive material online– Opportunities for
people to find it
• Respond quickly during a crisis– Makes you nimble
• Increase visibility – Builds online presence– Search engine friendly– Drive traffic to
newsroom via social media
– Portal to company website
Reporters Love it
• Gives reporters a “one-stop shop”– Days of the printed press kit behind us
• Makes life easier for the reporter = good relationship
• Encourages new stories
• In fact…
Reporters love it 2.0
• 97% of reporters use online newsrooms and corporate sites as a source of information
• 45% say they visit them more than 1x a week
Source: TEKGroup
How is this different than a news section?
• Online Newsroom– More comprehensive– Cuts down on search
time– All content is
searchable
• News section usually has: – Contact– From the company– In the News
– Nothing is downloadable
– Little is searchable
I like what I see…now what?
• Representing your company
• Representing more than one source
For Your Company• Company profile• Press material
– Press releases– Feature stories– Long quotes
• The firm in the news• Digital Media
– Logos– Pictures– Audio clips– Video
• About our staff– Business portraits – Executive bios
• Financial Information (Optional)
• Press Kits• Calendar of events• Media contact(s)!
For More Than One Source:
• About the newsroom and firm
• About source– Boilerplate– Media contact
• Source in the news• Links
• Press material – Press releases– Feature stories– Expertise letters– Long quotes– Pictures– Media contact
• Calendar of events • Media
– Pictures, videos, audio clips and logos
Want to know more?
• AOMC Online Newsroom Fact Sheet
• www.wordpress.com
• Online Newsroom examples:– GE – Walgreens– Health Net
Do You Have Any…
Andrea Obston Marketing Communications, LLC
www.aomc.com
www.aomcnewsroom.com
@aobston
@kblennon
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