The 2015 Media Trends Affecting Online Newsrooms highlighted 9 areas where companies, both large and small, are missing opportunities. Here is the checklist. Use it to evaluate your newsroom.
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Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by
Jeff Domansky
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Remember those days of re-editing and uploading PDFs to the ‘Media Centre’ section on your company website? That’s the antitheses of what Storyboard is trying to do. With Storyboard, the creators are going for the traditional press kit’s jugular. It’s designed to make it as simple as possible to pull together an aesthetically-pleasing, informative page that companies (or individuals) can use to help sell themselves to the press. Here’s how it works....
Jeff Domansky's insight:
Very cool way to create an online multimedia press kit. Well explained. 
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PR Newswire recently took a look at how press releases sent on the wire perform in terms of number of views. The stats are quite revealing: Need I say more?
Adding multimedia to your press releases, articles and blog posts will give you a remarkable bump in views.
And since that’s the goal of content, it’s truly amazing to me that only 55% of the PR folk recently polled by PRESSfeed about their online newsroom content, say they are using multimedia with news content. Seriously? Look at the graph again, please. A 77% increase in views.
A study of corporate websites and newsrooms shows that not many companies use multimedia with their press releases. The vast majority are text only....
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After considering why newsrooms need to change to stay relevant, I have three newsrooms that are changing, and a fourth that re-sets the bar completely. All of the newsrooms represent brands with big investments in owned media and media relations....
[Three great online newsrooms worth studying: Starbucks, Walmart and GE. Bonus look at un-newsroom Red Bull - JD]
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What happens when a journalist comes to your web site and tries to find information? Can they easily find what they need or instead, do they click off, and visit one of your competitors to get the info they need?
Your online press room should be an important component of your PR, sales and marketing plans. Your press room is open and working for you 24/7. Editors and writers often work late at night, on the weekends and holidays when your PR and marketing teams are not available. Your website and its press room have to be able to provide all the info needed.
The most important question to ask: does your web site work for the press and analysts that visit it?...
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News today from down under that Qantas Airways is closing its Twitter PR account.
What are they thinking?
This is like going back to the media relations days of the caveman.
Australian marketing magazine mUmBrella reports Qantas will shutter its Twitter news account on April 19th. It expects it’s online newsroom to deliver the news.
Jeff Domansky's insight:
Qantas dropped its Twitter news account, making a very curious statement about its social media strategies. It also raises the question of mixing marketing and news in potential crises in the future.
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Marketers need to increase their metabolism, but the idea of building a newsroom isn't right for most. ... Any publisher will tell you that operating a newsroom is an expensive, arduous task. It’s also incredibly difficult to do well, especially if it’s not your business. Add in the many constituencies at a brand, and you could have an expensive nightmare on your hands at worst or a yet another fancy buzzword at best. That could leave brands back where they started: relying on their agencies. Deep Focus recently created its Moment Studio, which specifically focuses on helping brands with real-time marketing. Deep Focus CEO Ian Schafer is a strong supporter of the newsroom content model for brands and sees it as agencies’ role to make it happen....
Jeff Domansky's insight:
An online newsroom used to be for news media. Now with social media proliferation it must meet the needs of many more audiences. That can take more resources and planning. Fresh thinking is needed.
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Here are eight essential basics that your company’s online newsroom should contain.
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Are online newsrooms still relevant?
Spoiler Alert: Richard and I agree that online newsrooms are still relevant -- when they're done well. But their relevance has shifted. And there are many ways this relevance could increase. This is especially true if you consider how much has changed in the last five years across paid, owned and earned media....
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Think content. Think fresh content. Think Google loves content. Think social shares of content. Now when news breaks in a tweet and via mobile device, the online newsroom can hold the keys to dominating online visibility in a three-screen world.
This just in … A 2012 survey says online newsrooms are a website necessity for journalists, users, search and social content strategy....
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Valuable online newsroom tips and checklist from Sally Falkow.