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