Media Rooms- Not Just for Journalists

It is obvious that online newsrooms can be essential tools for a journalist to use.  They contain video, photos, press releases, and updates about a company’s newest ideas.  It is already suggested with critics that these new sites are best when they do not require a username.  Therefore, anyone searching through a website has access to all the media functions the company is putting out there.

Not only do media rooms help journalists write accurate information about a company, they do something else.  What do companies do when they know there are costumers on their site?  They market to them.  Companies are smart in this sense.  When customers are looking into latest breaking news of the company, they are most likely highly active, loyal customers.  This makes it a clear public to think about when creating a newsroom.

David Meerman Scott, author of  the book, The New Rules of Marketing & PR, explains that an online newsroom is well done when it is created for the customers.  It engages them in the buying and selling process.  He also describes one of the most crucial things to do for a good news room is using terminology that customers use.  This will bump up the news and press releases in the search ranking, and direct customers to the PR site.  A good example of this is Cisco.  It contains valuable content, as well as links to social media sites for customers to follow and share the content.

While at first we may think that companies only want to sell us something, the presence of a customer-friendly online newsroom serves to keep the population well informed consumers.  When customers know more about the products they purchase and the brands they are loyal to, they are also more likely to stay customers.  Definitely a positive thing, and another way we can all be more transparent.

  1. #1 by Lindsay Callahan on October 7, 2010 - 1:59 AM

    Christine, I had no idea that newsrooms weren’t exclusively for journalists. It makes sense that customers could find themselves in newsrooms through Google and that it’s a great way to find up-to-date news about a company. I would love to see more about how customers as well as journalists get involved in this collaborative process!

    Great post!

  2. #2 by Angela Marino on October 8, 2010 - 8:47 PM

    I love the idea that press rooms are available for everyone. It is a great resource for the average customer is who interested in the logistics of the company and for stockholders or those interested in becoming investors. People are curious about corporations and how they work. These sites nicely organize the information so that anyone can watch the videos or view the statistics and budget. UPS has a great site that compiles all the material in a format that anyone can view. Here is the link!

    • #3 by Christine Berghorn on October 10, 2010 - 8:12 PM

      Thanks for the link UPS seems to be doing web 2.0 always right. I’ll look more into them as well as other newsrooms to see who does it right. Like failed blog attempts, there has to be failed newsrooms attempt. I’ll check it out.

  3. #4 by Tim Dietz on October 10, 2010 - 6:20 PM

    I’m personally going to start checking companies’ newsrooms as opposed to news sites. I figure if this is where journalists are getting a lot of their information now, I might as well go straight to the source too. I don’t think I’m the only one either… these newsrooms cut out the middleman which I think is a good thing. Journalists still have a duty to dig deeper into stories, and these newsrooms allow them to skip over the mundane issues and really investigate other, deeper stories.

  4. #5 by Melissa Williams on October 10, 2010 - 7:54 PM

    I’m with Tim on starting to check company news rooms. I want to know as much as I can about the companies that I spend all my hard earned dollars at. I may have to change some purchasing decisions once I do though…especially after I lost some trust in corporations like Dominoes. Check out this great social media measurement blog that talks all about the Dominoe fiasco. You will think twice about ordering from them again believe me!

    • #6 by Christine Berghorn on October 10, 2010 - 8:10 PM

      I agree. For more research I would like to find out how many people really go into the company newsrooms to find information. Not sure if there are measurements on this, but I will let you guys know. Thanks!

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