How to create an Online Newsroom the Media will Love

http://www.articlecity.com/articles/online_business/article_2393.shtml

Creating Your Online News Room: How to Build a Site the Media Will Love
http://advertising.about.com/od/mediarelations/a/guestonlinenews.htm?terms=news+room

Create a Killer Online Newsroom
by Kay Bransford
http://www.aboutpublicrelations.net/ucbransforda.htm

Create a Killer Online Newsroom http://www.aboutpublicrelations.net/ucbransforda.htm I found an article written by Kay Bransford, titled Create a Killer Online Newsroom, or be killed by the inferior alternative. A recent study conducted by Jack Nelson and Don Middleburg showed that the public relations community is not conclusive when it comes to incorporating online media resources. In addition, results from a Vocus survey revealed press releases, contact information, and corporate information, as the top three, out of the ten elements of an effective online newsroom. In short, (1) A Press release should include current and archive releases, (2 Current contact information on specific person and (3) corporate information should include a company profile. The article mentioned having the right information on your Web site can make or break your media coverage, and sending a journalist away frustrated and empty-handed is the most unpleasant thing you can do. I think the information mentioned in this article is excellent and useful because if you don’t have the right information available on your website for a journalist to use, you may run the chance of having a negative impact on what could be a positive story written about your company. For a complete list go to: www.vocus.com or email Kbransford@vocus.com

Don Middleberg is a long-time documentor of public relations trends, and the good folks at VOCUS are no strangers to IAOC. Thanks for bringing this article from About.com's Public Relations board to our attention.

Articlecity

http://www.articlecity.com/articles/online_business/article_2393.shtml.

How to Create an Online Newsroom the Media will Love
by: Bill Stoller

Bill informs the readers twenty years ago, the fax machine was an innovative form of communication while the primary method of contacting journalists was via telephone and the U. S. mail. Although e-mail was of use earlier it was not without complications when attempting to get them through to reporters. Then along came the idea to create an “online news room” granting a quicker option of connecting with journalist. Bill express that the traditional press kit is not dead, its novelty of printed material are still important tools. But a busy reporter wants easy access to press releases, corporate and executive information as well as artwork.

He shares ideals for assembling a useful online news room with details of where to place the news room, creating a separate site, some do’s and don’t, and what to include in the online news room.

For example:

Where to place the News Room? - Some companies prefer to have it as a section on the main site while other create separate site solely for the media.

Some do’s and don’ts – Do provide a link to a FAQ page and don’t use flash heavy java scripts.

What to include in the online news room – Personal contact info, Executive bios/photos, search tools and more.

For those who are in need of visual examples, Bill lists these three outstanding online news rooms:

http://www.microsoft.com/presspass/default.asp
http://www.google.com/press/index.html
http://www.crayola.com/mediacenter/


Also visit Bill’s unique website @ http://www.PublicityInsider.com/freepub.asp for more information.

Because we are living and functioning in a “now” society it is imperative to utilize the sophistication of technology to communicate more rapidly as needed. Bill offers simply guidelines and valuable suggestions to create on online news room that is pleasing to the media. I especially like the collections of do’s and don’ts. This is a winning article which renders plenty insight.

I like the detail on issues such as "where to place the newsroom" and the links to good examples are also helpful. Thanks, Pamela.

Site: eioba intelligent database
URL: http://www.eioba.com/a57634/how_to_create_an_online_newsroom_the_media_will_love
S. Chapital

This article is a gem for designing an online newsroom. It begins with the author, who is a PR practicioner, addressing the reasons why online newsrooms have become so prevelent in the last 5-10 years. He writes on the value of the newsroom and most importantly, how it can cut down on the PR's work load! The article goes on to give a description of where to physically put the newsroom and the pros and cons to those locations. Stoller then gives some do's and dont's to follow when creating the room.
Overall this article is extremely informative while still being interesting. The headings and list method Stoller uses keeps the article flowing and the reader from skimming instead of reading.

S.

The article you reference -- "How to Create an Online Newsroom the Media Will Love," by Bill Stoller -- is an example of a very successful article syndication campaign. Two other Tulane students found the same article -- in different places -- on the web. One of them reviewed it, above.

The successful circulation of a single "signature piece" or "op-ed article" can have a dramatic and long-lasting impact on one's visibility and reputation online. This thread beautifully illustrates that: we're all tripping over the same good article on online newsroom design.

STEVE O'KEEFE
Vice President, IAOC

Your comment to elicit comments got my attention. Especially the part about the airline accidents. I work for an airline, and I manage the online newsroom. And, yes, this was a primary consideration in building the newsroom. We do have a "dark site" ready to go, and have had to implement it twice since inception of the newsroom 4 years ago. It works well. Yet the volume of calls remains consistent. We will never escape the need to have a live voice and a quote.

W.A. "Kip" Smith
Sr. Mgr. - Corporate Extranet
Corporate Communications
Delta Air Lines, Inc.
Atlanta, GA. USA

Thanks, Kip, for broaching the discussion and sharing your expertise. Hope you'll join us for our Fall blog show season and maybe take the helm of the blog yourself in our Winter season which starts in January.

All Best Wishes,
STEVE O'KEEFE