Opinion
Education Opinion

Friday Guest Column: Building Your Online Newsroom

November 23, 2007 2 min read
  • Save to favorites
  • Print

Emily Murphy, C. Blohm & Associates, Inc.

An online newsroom is a separate page located on a company’s website. The newsroom is designed to communicate information to reporters and journalists, and serves as a valuable resource for anyone seeking company information. In this Web 2.0 age, an online newsroom facilitates two-way communication by providing a business with the means to exchange information with journalists, customers and other key stakeholders.

Having the right information on your website can make or break your media coverage. A recent survey found that three of five journalists said information found on a website influences their decision to include a company in a story. A well-run online newsroom provides the media with exactly what they need when they need it, producing better coverage for the business at a lower cost.
Online newsrooms:

• Function as a reference tool, not a sales tool.

• Position the company as an industry expert.

• Help media find a company’s website. Firm-specific information is indexed by search engines, increasing web traffic.

• Serve as one-stop-shops for the media.

• Supply accurate and timely news, and are easy to update.

• Facilitate instant communication. Reporters simply click a link for more information or to submit queries.

• Save time and postage. When reporters request a press kit, provide a URL.

• Demonstrate the company is on the cutting edge of technology.

Research indicates that only one-third of corporate websites provide the information journalists want. Here are some guidelines to help companies avoid this unfortunate circumstance. Online newsrooms should include:

Contact Info. Highlight contact information for easy access. The name, email address and phone number of the firm’s primary media contact should be front and center, followed your PR agency. After-hours and weekend contact information can only help.

Format.
Provide up-to-the minute content. Present information in concise, easy-to-digest pieces. Use simple, information-rich graphics.

Press Releases.
Post news releases in reverse chronological order, with the most recent at the top. Use traditional press release formatting.

Backgrounders.
Supply background information (executive bios, fact sheets, case studies, speeches, awards.)

News Coverage.
Link to recent articles about your company to demonstrate your company’s expert status.

Events Calendar. Identify upcoming events (trade shows, conference appearances and presentations.

Graphics.
Permit the media to download company-related images (executive photos, logos, product photos, charts, graphs, artwork) Provide 72 dpi (Data Per Inch) for online and 300 dpi for print publications.

Multimedia. Furnish online journalists with videos, podcasts and other online content.

Corporate Blog.
If you have one, provide a link.

Search Tool.
Make your online newsroom materials fully searchable.

Alert.
Offer opt-in registration for updates, announcements, and special event details.

Examples of good online newsrooms:

Google:
www.google.com/press/index.html

Crayola: www.crayola.com/mediacenter
Thinkronize: www.thinkronize.com/press/index.html

Palm: www.palm.com/us/company/pr/ ••••

The opinions expressed in edbizbuzz are strictly those of the author(s) and do not reflect the opinions or endorsement of Editorial Projects in Education, or any of its publications.

Events

Student Well-Being Webinar After-School Learning Top Priority: Academics or Fun?
Join our expert panel to discuss how after-school programs and schools can work together to help students recover from pandemic-related learning loss.
Budget & Finance Webinar Leverage New Funding Sources with Data-Informed Practices
Address the whole child using data-informed practices, gain valuable insights, and learn strategies that can benefit your district.
This content is provided by our sponsor. It is not written by and does not necessarily reflect the views of Education Week's editorial staff.
Sponsor
Classroom Technology Webinar
ChatGPT & Education: 8 Ways AI Improves Student Outcomes
Revolutionize student success! Don't miss our expert-led webinar demonstrating practical ways AI tools will elevate learning experiences.
Content provided by Inzata

EdWeek Top School Jobs

Teacher Jobs
Search over ten thousand teaching jobs nationwide — elementary, middle, high school and more.
View Jobs
Principal Jobs
Find hundreds of jobs for principals, assistant principals, and other school leadership roles.
View Jobs
Administrator Jobs
Over a thousand district-level jobs: superintendents, directors, more.
View Jobs
Support Staff Jobs
Search thousands of jobs, from paraprofessionals to counselors and more.
View Jobs

Read Next

Education Briefly Stated: May 17, 2023
Here's a look at some recent Education Week articles you may have missed.
8 min read
Education Briefly Stated: May 3, 2023
Here's a look at some recent Education Week articles you may have missed.
8 min read
Education Briefly Stated: April 26, 2023
Here's a look at some recent Education Week articles you may have missed.
8 min read
Education Briefly Stated: March 29, 2023
Here's a look at some recent Education Week articles you may have missed.
8 min read