Sunday, December 29th, 2013

The Online Newsroom has become an essential part of public relations for anyone operating a digital PR practice that incorporats media liaison with social media.  An Online Newsroom presents a professional image of your organisation and your clients' organisations.  It increases your credibility through press releases, media coverage, and increased visibility in search engines and social networks.

Press release distribution specialist Newsmaker has launched a free Online Newsroom service which makes it easy for members to create a full-featured “press room” where journalists, customers and other stakeholders can find a wide range of information for story or product research.

The Online Newsroom service is not limited to a single brand or company and takes only a couple of minutes to set up. This means Newsmaker members can quickly create multiple Online Newsrooms for an individual event, spokesperson, or product, as well as a corporate newsroom.  The other benefit of a professional newsroom is that journalists can subscribe to receive your updates and press releases even before they show up in Google News.

“All you need to start off is a name for your newsroom, contact details, and a logo,” says Newsmaker publisher Leila Henderson.  “You can add pictures, add profiles about your topics, and insert images. Every time you publish a press release you can simply checkbox the newsroom or newsrooms where you want it to appear. The link to the newsroom shows up on your press release once it’s been published.”

Here are 10 Top Features you can consider for your Online Newsroom.

Press  releases –  Press releases, news releases, media releases, media pitches – call them what you will, these are important tools for sharing the latest information about your organisation.   Journalists gain some sense of the credibility of your operations when they see a history of activity, and this information is also useful for their background research.

An RSS feed and News Archive:  Each Newsmaker Online Newsroom includes an archive of press releases with an RSS feed that can be used in any other website, for example you can include the feed in your blog, on a Facebook Page, as a Twitter feed (if you use Hootsuite or Tweetdeck) and so on. This can dramatically cut the time you spend sharing content.

Images, logos and graphics – Good pictures make your stories much more interesting to share and bring colour and life to your Online Newsroom.

Case studies – Case studies are one of the most powerful ways of all to provide media with a real life story about your organisation and the benefits and results.  It’s a good idea to start your case case stidy with a paragraph each about the problem your client faced, the solution you provided, and the results they experienced.  The write your story with quotes from your client and your client’s customer. Keep in simple and informative.

Company profile  – A short “about” section gives the brief information journalists need. You can include facts such as when you were founded and where, how many people you employ, your mission and corporate philosophy, as well as milestones such as capital raisings or awards.

Fast facts – There are two sections, one for description and for “about”, so you can present your profile in different ways in your newsroom; for example a “Fast Facts” section coukd be used to describe a features or benefits list, or important statistics.

Your contact details:  This may seem self-evident but your media relations work requires that you have someone available to talk to press at virtually any hour of day.

Executive biographies: You can use the Description or Press release template itself to create an Online Executive Profile.  This will come in very handy whenever you are asked for an interview and need to quickly provide quick details about the person to be interviewed.

Media coverage:  You cannot include complete copies of your media coverage without paying the originating party, but you can include short summaries and links to the original coverage.

Speeches and presentations:  Include transcripts of any speeches you make and links to Slideshare or Youtube.  If you’ve given any speeches or presentations, post the transcripts from these events on your website. Double-check all transcripts for accuracy, because the last thing you want is to get misquoted.

To find out more about Online Newsrooms or for a free demo, contact [email protected]

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Lisa Kennewell, President, WIT-SA

M: 0414 69 70 71


online newsroom, press room, wire service, press releases, content marketing




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