Company newsrooms have changed dramatically over the last decade – it’s no longer just journalists seeking information about your company. Investors, bloggers, employees and new business prospects are also looking for info about your brand. Used correctly, a company’s newsroom can be an important part of its overall content and public relations plans.
Many corporate newsrooms are limited to simple listings of recent press releases, management bios and some links to outdated news coverage. However, the best online newsrooms maximize their website’s real estate with rich content such as videos or hi-res images and provide quality content that is easily searched and clearly organized so audiences – journalists, shareholders or consumers – can find what they’re looking for.
Here are three online newsroom examples where brands are taking their news hubs to the next level.
Coca-Cola Journey is the company’s branded website. The great thing about this site is that there’s something for each of their audiences: For consumers, they have engaging video content and human interest stories; for investors, they have their earnings reports and the company’s sustainability efforts; for journalists, there are hi-res images, videos, and company news; and for potential recruits, they have video interviews with employees.
I have to admit, I found myself captivated by the content on their site, and for a moment I forgot I was on a consumer products website. It draws you in with great stories, imagery, videos and photos. Then to encourage you to dive in further, it points out their most-shared stories, the most-watched watch videos and the most-debated articles.
Red Bull’s Content Pool is just that: A hub for all of the great content that Red Bull produces laid out for journalists and consumers to access easily. The site is also visually compelling. It has video clips from every extreme sport imaginable as well as news stories and daily featured photos.
Cisco’s website is a great example of how a B2B company can still create a compelling online newsroom. The website is clearly broken down by topic with an easy-to-navigate newsroom. For its IT audience, it has stories that highlight the solutions their products bring. For journalists, they have a section with the latest company news, and for the investor, there’s analyst information, stock information and financial reports.
You can see that these examples feature newsrooms that are multidimensional. A far cry from the flat list of press releases, these robust sites are full of useful content. There’s plenty here to help a writer formulate a story and generate chatter. In summary, here’s what users are looking for in a newsroom:
- PR contact info (including after-hours contact info)
- Hi-quality images, video and podcasts
- White papers and research
- News releases – both current and archived (if you have a lot, they’ll expect the ability to sort by year, product, topic, etc.)
- Recent media coverage
- Events/speaking engagements
- Digital media kits (company history and/or fact sheet) plus FAQs
- Executive bios and awards
- Byline or contributed pieces
- RSS feeds plus social feeds or links to social media profiles
- Investor/financial information
- Search function
One other tip to keep in mind when creating your newsroom: Make sure you URL is easy to remember. For example, redbullcontentpool.com vs. something long and confusing like redbull.com/aboutus/companyinfo/newsroom.
Bottom line: it’s about creating compelling and relevant content no matter your intended audience.
If you’re considering making your newsroom part of your next website redesign, be sure to check out our Website Planning Guide.