10 Ways to Leverage Content in your Online Newsroom

As with any PR or marketing effort, great content is a critical component of success. There are many ways to create and distribute compelling content with an online newsroom. Below are 10 ways that can help.

  1. Provide detailed product information including technical specifications, commercials, images and video, testimonials, and other press kit related information.
  2. If you manage multiple brands, include each brand as a subset to your overall online newsroom.
  3. Ensure that each brand is able to promote individual news content.
  4. Create an area for executive biographical information including pictures, links to speeches and appearances, and any quotes or blogs that the executive maintains.
  5. If appropriate, have a special area for podcasts or audio files including speeches, press conferences, audio blogs, or any testimonials or quotes regarding your organization.
  6. Create an area in your online newsroom for video including B-roll or broadcast video, commercials, speeches, product demonstrations and links to YouTube videos.
  7. Include financial information where appropriate, including SEC filings, earnings announcements, stock information and shareholder notes.
  8. Keep a current events calendar within your online newsroom featuring product launches, important company milestones, and trade shows or events that you will attend.
  9. Allow legitimate media to register for credentials within your online newsroom. This will help save time and money and will also help automate this process.
  10. Don't worry about having too much information. Include backgrounders, corporate timelines and history documents. People may be researching your company.

BONUS TIP: Offer an information request form that can be managed with your online newsroom. If a visitor can not find what they are looking for, they can submit a simple request.

There are many sources of content that can be used to effectively manage your online newsroom. Check with suppliers, partners, vendors, customers, and employees for story ideas.

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