Creating a Successful Online Newsroom with Pete Codella and Sally Falkow

PeteCodella.comNewsCactus.com Press-Feed.com

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Creating a Successful Online NewsroomWhy and how to make a newsroom that stands out

by Pete Codella, APR and Sally Falkow, APRApril 28, 2011


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Contact info

Pete Codella, APR

[email protected]@Codella@NewsCactus

TXT prpete to 50500for my SMS business cardby Contxts.com

Sally Falkow, APR

[email protected]@SallyFalkow@PRESSfeed


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Five Ws

1. Who2. What3. When4. Where5. Why6. How


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Who

Who uses an online newsroom anyway?


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Who?

Everyone in need of public relationsneeds an online newsroom

Use it to create buzz


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What

A one-stop-online-shopfor news and information


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Important elements

• Spokesperson contact information• Search• News releases• RSS to receive new announcements• Social media sharing tools


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Important elements

• Press kits• Multimedia• Executive biographies• Event calendar• Links to stories in the news


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Important elements

• Sign-up for email, text messages• Links to other company-owned online

properties, including social media• Financial information• Section for crisis communications


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Newsrooms and blogs

• Frequent publishing with keyword-rich content

• Search benefits• RSS feed(s) and email subscriptions


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With a newsroom

• No comment management(like blogging)

• Not a new type of content(you’re probably already writing press releases)


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Content is king

• Copywriting for the Web• Think like the person doing the search• Have a strategy for incorporating keywords


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https://adwords.google.com/select/KeywordToolExternal


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Social media release

• Contact info that includes social media• Fast facts• Share this / Tweet this• Quick links• Multimedia

from Shift Communications


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2011 is the year ofsocial integration

Source: Altimeter Group


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Social news

• 75% of online news consumers say they get news forwarded through posts on social networking sites

• 52% say they share links to news with others via those means


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Integrate Your Social Content with your

Online Newsroom


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Fortune 100: Adoption

• 77% have a Twitter account• 75% have a Facebook page and allow people

to post to their wall• 57% have are using YouTube to post videos• 25 percent have Twitter, Facebook, and

YouTube accounts, and maintain a blog


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Fortune 100: Integration• ALMOST HALF (44%) have no connection at all

to their social content (Level 1)• 33% link away with no strategy. They direct

their visitors off their site to the their social content (Level 2)

• 13% link away in a new window and encourage sharing of the content ( Level 3)

• 12% connect correctly, encourage sharing and aggregate the conversation on their newsroom


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Fortune 100: Newsroom Features

• 74% have RSS feeds • 58% have some connect feature• 13% have a Share This feature • 43% have images and videos• 3% use the social media release format on

their own website’s newsroom• 2% offer embed codes for multimedia assets


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INC 500: Adoption

• 71% have corporate Facebook pages• 67% have photos and videos online• 59% have corporate accounts on Twitter • 50% have a public facing corporate blog


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INC 500: Integration

• More than two-thirds (68%) have no connection to their social content

• 22% do connect but are only linking away. (Level 2)

• 6% link in a new window and encourage sharing (Level 3)

• 5% aggregate the conversation on their newsroom or website


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INC 500: Newsroom Features

• 11 % have RSS Feeds• 7% have a multi media gallery• Most of them only offer high res images – no

embed codes• None are using the social media format for

releases


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Connect

Images

Video

Feeds

ShareTweetLike

Media Coverage

Contacts

Blog Posts

Tags

Twitter feed

News Releases


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How are PR pros planning to upgrade?

• Build it custom in-house 48%

• Use an open source platform 36%WordPress, Drupal

• Use a newsroom vendor 32%with some social features

• Use a vendor with a full service 24%social media newsroom


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Custom Built - 2 years


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Built on WordPress


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When

Yes! Always!


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Scheduling

• Publish now• Schedule for future publication• Save draft for future publication• Coordinate with other events


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Where

• Different domain / same design– News.URL.com– URLnews.com

• Consider all viewing screens


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Where

• Admin Web access anywhere, anytime• Mobile publishing

– Twitter, anyone?


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Why

• Self-publish• Search optimization• Be a resource• Present accurate information


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Why

• One more ticket to the search lottery• Drive traffic to other online properties• Communicate effectively with anyone online


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Because

An online newsroom supports your online positioning strategy, helping with search

optimization and search marketing.


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How to use it

• Pitch stories to the media• Highlight otherwise untold stories and unsung

heroes• Link to newsroom stories from social media


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Key takeaways

• An online newsroom is a very effective public relations tool

• The newsroom should be easy to find and easy to navigate

• Support the newsroom — and your other Internet properties — with social media activity


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Questions

Questions, comments anddiscussion

Technology

Creating a Successful Online Newsroom with Pete Codella and Sally Falkow