Online newsrooms have developed as another outlet for a company’s online communication. The resource mostly on a company’s main site, and is a way for journalists to sort through and check up on media outlets of a company. It serves as an organized point to access information. Companies like Microsoft have an interactive page, complete with links to corporate blogs, video/podcasts, press releases, and financial reports. This makes it very easy for journalists to have a centralized access point in order to research and report on company activities.
There are criteria to what good online newsrooms should include. Although companies are different, the services they provide to journalists are very consistent. In this video, Pete Codella of Codella Marketing explains the list of what an online newsroom needs to include. He takes note of the list of basic contents:
- Contact Info
- Press Releases
- Press Kits
- Executive Bios
There are additional trends companies follow. According to Bill Stoller of PublicityInsider.com adds that companies either have the newsroom accessible on their main site, or as a separate page. An example is Microsoft’s easily accessible as a link at the bottom of the microsoft.com page. Stoller also suggests not making journalists sign in to the information, as it makes it difficult on their already hard job. The interesting part about the lack of user log-in is that the information is not only available to journalists, but by anyone with a computer. The everyday user of the web has access to this plethora of information. Talk about transparency! This offers to perhaps even change the nature of journalists; they do not need to be employed by a media corporation to have inside access to write a good story. In fact, almost any of us could do it along with other research.
On the contrary, Stoller does note the traditional press kit isn’t dead. This is true with most forms of the media we learned about; there are always people who prefer to go the old school way. They may not be laggards, but instead those who like to keep their credibility consistent with the old way of doing things. Still, it looks like newsrooms play a large role in today’s journalism. Just like corporate blogs, it is important to see who does it right. Microsoft, Google, and Crayola are example of those companies that have taken the initiative to get ahead.