6 elements your online newsroom must have

If you’ve worked in PR long enough, you’ve probably helped a client or
employer revamp or create an online newsroom. It’s one of the staples of
our profession.

And you’ve probably read a post or two about the basic elements that should be in that newsroom.

All of that is good, but the concept of an online newsroom has changed
in the last few years. Media has shifted, and the Web has morphed. Tools
have become more democratized and plentiful. Web development is more

It’s time to update our expectations for what an online newsroom should be in today’s digital age.

I started looking at what the leaders in the industry are doing when it
comes to online newsrooms, and I found a number of interesting

Take a peek at the concepts these newsrooms are implementing to connect with media and other publishers and influencers online:

The American Cancer Society

1. Use multimedia with source information: I love how the
American Cancer Society features a video full of interesting statistics
and data that the media and publishers can use in stories and posts.
(The video is embeddable since it’s on YouTube).

2. Feature blogs on the home page: This might seem obvious, but
don’t forget to feature your corporate blogs on the home page of your
online newsroom. In this case, it’s Dr. Len’s Cancer blog and the ACS
Pressroom Blog. These blogs are full of dynamic content that’s added
regularly; they’re good sources of information and additional story
ideas for media and publishers.


3. Organize by topic: Coke’s newsroom is incredibly easy to
navigate. In large part, that’s thanks to the search-by-topic drop-down
menus you find throughout the newsroom. This might seem basic, but it’s a
quality of the future for most online newsrooms.

4. Organize by text, audio/video and photo assets: Again, Coke
makes it easy for you to find what you need when you visit its newsroom.
These days, that means more than just news releases, though. Think
audio, video and images that are all searchable by topic.

Red Bull

5. Make the newsroom searchable by media type: Red Bull allows
you to search the entire newsroom by media type right at the top of the
page. Search by videos, photos or stories. This is simple, but

6. Use icons to make photos and videos easy to find: Note the
little icons below each story. They are signals that show you how many
photos and videos each story includes. What a great idea, right? It’s an
easy way to quickly find what you need. Just click, download and you’re

Arik Hanson is principal of ACH Communications. A version of this article originally ran on his blog, Communications Conversations.

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