Creating a Successful Online Newsroom
Why and how to make a newsroom that stands out
Pete Codella, APR, CEO of Codella Marketing and NewsCactus
Sally Falkow, APR PRESSfeed
A social media equipped newsroom is ground zero for publishing news and information about your organization on the Web today. Of all the information shared about you online, your own newsroom should lead the way in delivering timely, factual updates with supporting resources. Not having one central hub on your corporate site that connects all your news and social content is listed as one of the 10 mistakes organizations make in social media (source: Washington Post).
Now that 77% of journalists find story ideas in social media and more than 65% of them are required to provide multimedia assets with their story, your newsroom needs to become a resource that provides the content journalists, bloggers, opinion leaders, and even the public are searching for.
A newsroom with content that has been optimized for search engines can play a strong supportive role in your company’s online search strategy. Adding social media features to your newsroom also influences search placement because search ranking algorithms now include social content.
This session will focus on newsroom features most requested by journalists and review online newsroom best practices and case studies.
You’ll learn how to:
- Publish releases online utilizing Really Simple Syndication (RSS) to deliver content in multiple ways
- Create a release in the format requested by busy journalists
- Design a newsroom that incorporates the most important elements including media contacts, a searchable archive of announcements, image and video galleries, social content and press kits
- Determine the best approach for your organization: build a newsroom yourself or use a hosted service
- Utilize multimedia—documents, images, logos, video and audio files – to tell more of your story
- Produce newsroom content in a way that supports the search optimization strategy of your organization – including how to optimize images and video
- Optimize your news releases for social media sharing
- Establish a newsroom and following that serves as a benchmark for your industry
- Track the success of your newsroom content using analytics
Details for Pete’s Session
Date: April 28, 2011
Time: 11 a.m. to noon
Place: The Venetian Resort Hotel Casino | 3355 S. Las Vegas Blvd., Las Vegas, NV 89109
Cost: from $195 to $255
Register: on the PRSA Las Vegas Valley Chapter website
Here are links to the two presentations Pete Codella gave at the PRSA 2011 Western District Conference: