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What Visitors Are Looking for in an Online Newsroom

Tuesday, May 14, 2019 - 13:00
What Visitors Are Looking for in an Online Newsroom

The importance of a robust, curated and updated online newsroom cannot be overstated. Two-thirds of journalists surveyed by TheNewsMarket said they visit a newsroom every week, and one-third visit an online newsroom every day.

In addition to journalists, your company’s newsroom is also likely to attract visitors from across professions and industries, including influencers and bloggers, investors, consumers and even your own employees.

Investing in creating a high-quality newsroom will pay dividends long into the future, as it will prevent visitors and journalists from turning to third-party sources (that are often less credible) for information about you. 

Here are five key insights to help you curate your online newsroom for maximum impact and provide what visitors are looking for.

1. Create an Online Newsroom Page

This is the logical first step and is imperative for companies of any size. According to CommuniquéPR, as much as 83 percent of journalists actively seek out newsrooms for both big and small companies, and they appreciate having company information easily accessible in one, centralized hub.

This is more important now than ever, as many journalists and other visitors to your site are likely pressed for time. Giving them easy access to your company’s newsroom (and ensuring that you have a newsroom in the first place) provides the content they’re looking for and positions your company as a valuable source of information.

The types of information to include on your newsroom page should be:

  • Breaking news
  • Featured stories
  • Images
  • Product information
  • Executive bios
  • PR contact information
  • Videos

This library of information gives journalists and other visitors the background information required to develop a story, and insight into what has already been written about your company.

2. Include Accurate Contact Details

While you may feel like you’re opening the floodgates to spam emails, including accurate and direct contact information for your company’s PR and media relations contacts is key to a successful online newsroom. When you only include an online contact form for journalists and other visitors, you make it difficult for anyone to get in touch with you.

Additionally, including generic email addresses or a general telephone number may also put many visitors off. Your newsroom─and specifically your contact page─are where many will go to find out more about your business and your employees. It’s essential that your listed contacts are current. 

3. Create Meaningful Content

Brands rely on content marketing. Most organizations devote a majority of their overall marketing budget to content.

Consumers want interesting content that brings them closer to the brands in which they’re interested. They prefer to familiarize themselves with a brand through an article rather than an ad. Understanding this, it may also be worthwhile tethering your newsroom to your various social media feeds so that visitors can engage with your content on the mediums most accessible to them.

Not only is content marketing the future for many brands, it’s also arguably necessary for business. This absolutely needs to be reflected in your online newsroom with the kind of content that you provide to journalists and other visitors to your site.

4. Create a Mobile-Friendly Newsroom

There’s a good chance that many visiting your online newsroom are doing so via mobile. Many visitors, especially journalists, monitor their phones or tablets 24/7 and need to be able to access information easily and conveniently. Unfortunately, many online newsrooms aren’t optimized for mobile─the text is difficult to read, images and PDFs don’t render well, and pages aren’t easy to navigate.

Ensure that your mobile site is optimized for both page load speed and readability. Creating an optimized mobile site elevates the user experience, promotes engagement among visitors, and builds trust in your brand.

5. Create a Central Social Media Hub

It’s also vitally important to create a page within your online newsroom that links to all of your company’s social media handles. Your social media presence provides a wealth of information separate from your newsroom, as it gives journalists and other visitors insight into broader industry news, what your customers are asking and what they’re saying about you, as well as your brand’s online personality and voice. Your social media is an extension of your brand, and it pays greatly to provide easy access to these platforms to visitors of your online newsroom.

Online newsrooms serve an important purpose: they make it easy for users (whether they’re journalists, investors, consumers, PR professionals, or any others) to discover relevant information and gain insight into your brand and your company. Regardless of the size of your enterprise, creating a well-optimized online newsroom on your website with curated and branded content, accurate contact lists, and tethered social media will help position your company as a valuable source of information.

To learn more about online newsrooms, contact us via email. We’d love to discuss a solution that is right for your company.


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