The Incredible Online Newsroom presentation by Steve Momorella

1. The Incredible Online Newsroom
A Centralized Communications Content Headquarters
by Steve Momorella

2. My goal for this event is for you to take
away at least 10 new ideas that you can
use today in your online newsroom.
Steve Momorella
TEKGROUP International
http://tekgroup.com

3. Who uses an online newsroom?
Journalists
And…bloggers, analysts, investors, potential
customers, existing
customers, employees, partners, vendors, pot
ential employees, researchers, news
consumers
And….thousands of organizations

6. What is an online newsroom?
A centralized news headquarters for all of your digital
content, including news stories, photos, videos,
financial and other organizational information.
A place for journalists and news consumers to find
breaking news about your company.
“I see little distinction between an online newsroom
and the home page of a corporate web site.”
– David Meerman Scott

7. What is an online newsroom?

8. What is an online newsroom?

9. What is an online newsroom?

10. What is an online newsroom?

11. What is an online newsroom?

12. Be sure to include

13. And Don’t Forget

16. Socialize your newsroom
• Social media release
• Contact info that includes social networks
• Accessible subject matter experts
• ShareThis / Tweet this
• Multimedia
• Blogs
• Interactive press kits
• Social search

18. Social news
• 75% of online news consumers say they get news
forwarded through posts on social networking
sites
• Twitter (30%) edged out television (27%) as the
source of initial awareness of a major
international event
• 52% say they share links to news with others via
those means

20. Fortune 100 social 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% have Twitter, Facebook, and YouTube
accounts, and maintain a blog

27. Why have an online newsroom?
Top 10 reasons
1. People expect a company to have an online newsroom
2. People believe that all companies will have an online
newsroom
3. People visit company online newsrooms often to very
often
4. People visit both large and small-to-medium sized
company online newsrooms
5. Centralized location and 24-hour access to your news
content

28. Why have an online newsroom?
Top 10 reasons (Continued)
6. Control and delivery of the corporate message
7. Measurement of communication efforts
8. Media request management
9. Social media interaction
10. Return on Investment (ROI)

29. Why have an online newsroom?
Do you need more reasons?
• Strengthen relationships with the media and bloggers by
offering preferred content
• One more ticket to the search lottery
• Drive traffic to other online properties
• Communicate effectively with anyone online
• Self-publish
• Become an industry resource
• Present accurate information

32. When to use the newsroom
• 24x7 headquarters for your organization
• Tie in with marketing events & launches
• Thought leadership
• Crisis communications
• Investor Relations and financial news
• Newsjacking

41. Where is a newsroom seen?
• SEO-friendly domain / branded design
– News.URL.com or URLnews.com
• Auto-publish to search engines
• Consider all viewing screens
• 24x7 administrative access
• Mobile publishing
• Social media communities
• International reach

43. Key takeaways
• Position your online newsroom as a go-to resource in your industry.
• Ensure that you have all of the essential elements that mainstream journalists
expect.
• Integrate social media features into your online newsroom so people can share
your news.
• Use content marketing to help increase exposure and brand awareness for your
organization.
• Produce content that supports the search optimization strategy of your
organization.
• Determine the best approach for your organization — build or buy scenarios.