The 2015 Media Trends Affecting Online Newsrooms highlighted 9 areas where companies, both large and small, are missing opportunities. Here is the checklist. Use it to evaluate your newsroom.
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Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by
Jeff Domansky
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All the wrongheaded bullshit about brand newsrooms seems to believe the gospel that human history began at CERN in 1994. In fact, the history of all this – of news, brand journalism and brand newsrooms – is long and instructive. My agency set up the first newsroom for a global brand roughly a decade ago. Microsoft, then and now, needed to create massive amounts of content all over the world in real time. A newsroom structure saved them much duplicated effort and huge amounts of money, while insuring accuracy, timeliness and consistency. Not bad.
The sum total of all this is that brand news, despite what marketing bloggers would have us believe today, can’t be all about hi-jacking events or tracking events or any such quixotic, overly broad enterprise. What brand news needs to learn from real news can be broken down into three important parts....
Jeff Domansky's insight:
Kirk Cheyfitz points his BS-meter at content marketers and helps us get to the heart of what a "brand newsroom" should really look like and how it should operate. 
Daniel Janes's curator insight,
June 11, 2013 7:18 AM
Useful way to condider your communications setup when coming from a digital marketing perspective as having the view from the news profession ads another layer of insight. Good framework to ensure your content is relevant and impactful and your teams have answered the right questions to be able to collaborate effectively
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Remember those days of re-editing and uploading PDFs to the ‘Media Centre’ section on your company website? That’s the antitheses of what Storyboard is trying to do. With Storyboard, the creators are going for the traditional press kit’s jugular. It’s designed to make it as simple as possible to pull together an aesthetically-pleasing, informative page that companies (or individuals) can use to help sell themselves to the press. Here’s how it works....
Jeff Domansky's insight:
Very cool way to create an online multimedia press kit. Well explained.
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A new study shows that companies realize they need custom news content, but they don't understand how to leverage this media for search and social marketing.
Online newsroom trends ...The report found that 98 percent of the world’s largest brands have their own online newsrooms. These departments, however, experience unique challenges. Thirty-five percent struggle to keep news up to date, and 51 percent fail to present quality images within articles. More, 38 percent of online newsrooms do not categorize, tag or optimize their news content. This leaves businesses missing major SEO benefits that exclusive news content can provide.
On the positive side, 29 percent use video in web content, highlighting the value of video marketing for brands telling their unique stories. Additionally, 65 percent link from their homepages directly to their newsrooms, which drives added traffic and assists in greater conversion rates.
As online newsrooms improve, it will become more competitive for brands to learn how to leverage this media for greater visibility. The maturation of the market will strengthen the power of content creation, and consumers will become more infatuated with their favorite brands online....
Jeff Domansky's insight:
Good look at online newsroom best practices.
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Companies everywhere are building corporate news operations. We talked to some of the best to find out how they did it. ... If you’re the CEO or CMO of a mid-sized or large brand, you may have started thinking about building an in-house news operation of your own. To help you get there, we’ve created an ebook, The CMO’s Guide to Brand Journalism. The book will help you structure a team and figure out what obstacles you should expect to encounter and how to get over them. We also explain the structure of a newsroom, and how to map that structure to a corporate environment. Also provided is an explanation of four business models adopted by various companies. The four models are explained via case studies developed by interviewing journalists and executives at Microsoft, IBM, GE, Intel, Adobe, and other companies....
Jeff Domansky's insight:
Excellent free ebook from HubSpot with great tips on brand journalism and operating an online newsroom.
Scoop.it!
News today from down under that Qantas Airways is closing its Twitter PR account.
What are they thinking?
This is like going back to the media relations days of the caveman.
Australian marketing magazine mUmBrella reports Qantas will shutter its Twitter news account on April 19th. It expects it’s online newsroom to deliver the news.
Jeff Domansky's insight:
Qantas dropped its Twitter news account, making a very curious statement about its social media strategies. It also raises the question of mixing marketing and news in potential crises in the future.
Scoop.it!
In their survey of 100 global brands, Mynewsdesk found that 35% display out of date information in their online newsrooms. The type of information being left to stagnate includes annual reports, staff bios and product listings. Furthermore, many are sticking to traditional press releases and 70% fail to provide additional information in the form of video, infographics or other multi-media content that bloggers and online influencers can use. Only 51% of newsrooms surveyed provided video content and 40% had no image library. Disappointingly, half of all brands that did offer video and images did not provide them in a format or at a level of quality needed for publications.
Jeff Domansky's insight:
What's up with these brands not tending to their online newsrooms? Unforgivable!
Scoop.it!
PR Newswire recently took a look at how press releases sent on the wire perform in terms of number of views. The stats are quite revealing: Need I say more?
Adding multimedia to your press releases, articles and blog posts will give you a remarkable bump in views.
And since that’s the goal of content, it’s truly amazing to me that only 55% of the PR folk recently polled by PRESSfeed about their online newsroom content, say they are using multimedia with news content. Seriously? Look at the graph again, please. A 77% increase in views.
A study of corporate websites and newsrooms shows that not many companies use multimedia with their press releases. The vast majority are text only....
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Valuable online newsroom tips and checklist from Sally Falkow.