logo
De ses bureaux de Toronto et Montréal, deux des plus grandes villes du Canada, et forte de ses expériences nord-américaine et mondiale, l’équipe Torchia propose des programmes et services intégrés et adaptés à d’éminentes entreprises, petites ou grandes.
Copyright Torchia Communications 2017
Online Newsrooms – Today’s News Bureau – Torchia Communications
With offices in Toronto and Montreal, and with extensive North American and global experience, the Torchia team delivers integrated and ad-hoc Public Relations programs and services to leading organizations, small and large. Torchia Communications remains a highly regarded Canadian Public Relations firm.
Torchia, Torchia Communications, CPRS, USPR, Public relations, PR, Montreal, Montreal Public relations, Montreal PR, Montreal public relations firm, Montreal public relations company, Montreal public relations agency, communications agency, media relations, Toronto, PR firm, Montreal PR firm, Toronto public relations agency, Toronto PR, Toronto public relations firm, Toronto public relations company, Toronto PR firm, press release, press kit, start up, Montreal start up, Toronto start up, media, Toronto Media, Montreal Media, Relations Publiques, RP, relations publiques Montréal, RP Montréal, relations médias, Translations Services, Crisis management, Reputation Management, reputation, crisis communications, Sponsorship Optimization, sponsorship, Internal Communications, Content Marketing, Event Planning, Media Training, communication stratégique, Gestion de problèmes, gestion de crises, Optimisation de commandites, commandites, Communications internes, marketing de contenu, Services éditoriaux, services de traduction, traductions, Médias sociaux, médias numériques, Gestion d’événements, événements, tournées de presse, Formation média, montreal business,
401
post-template-default,single,single-post,postid-401,single-format-standard,do-etfw,ajax_fade,page_not_loaded,,qode-title-hidden,qode_grid_1300,side_area_uncovered_from_content,footer_responsive_adv,qode-content-sidebar-responsive,qode-theme-ver-10.0,hide_inital_sticky,wpb-js-composer js-comp-ver-4.12,vc_responsive

Online Newsrooms – Today’s News Bureau

As far back as I can remember, our offices have been full of Public Relations memorabilia and artefacts: Press releases, media guides, PR reports and plans dating back to the early 60s. As a young apprentice and summer student in the 90s, I vividly recall reading about the value of an Information Center or News Bureau and their role in PR campaigns. Boy did it sound cool – a sort of master control room for outgoing information on a topic, series of topics or organization. With the advent of online newsrooms, today nothing has changed: Media still appreciate having a central repository for news and information from an organization. While the technology and terminology may have changed, the concept and rationale has not.

A recent survey from TEKGROUP International, a leader in online newsrooms, reveals some interesting information:

  • 97% of journalists think it’s important for organizations to have an online newsroom
  • 86% of journalists will visit large, med & small business online newsrooms (size of the company does not matter)
  • 95% of journalists have visited a company’s online newsroom (54% visit online newsrooms at least once a week or more)
  • 62% of journalists say a company’s online newsroom should be available to all news readers (as opposed to password protected)
  • Searching the archives within online newsrooms is important to 98% of journalists

The value of online newsrooms has been magnified thanks to a 24-hour news cycle, citizen-journalism, reduced-staffed media outlets and the growth of social media. What’s shocking is that many organizations don’t have online newsrooms or have pages that are very poorly maintained or structured.

All organizations would stand to gain from a functional and updated online newsrooms. Why? Media will begin to see your organization as a partner in the ‘news/media’ business and they’ll learn to trust/turn to you. And that leads to meaningful “bridges” between an organization and its key audience groups.

 

Content categories

So what should an online newsroom contain? It’s good to start with the basics:

  1. NEWS AND ANNOUNCEMENTS, for press releases and advisories, for example
  2. BACKGROUND INFO, for any document that explains a complicated topic like “White Papers”, biographies, case studies, infographics or general media backgrounders
  3. FACTS or DID YOU KNOWS, providing nuggets of information or complete media fact sheets
  4. IMAGE gallery, for media-friendly pictures (taken in photo-journalistic style)
  5. VIDEOS
  6. CONTACT, for media contact(s)
  7. TOPICS INDEX, for easy-to-use searches
  8. FEATURE STORIES, for feature articles that could be drafted by staff, interns or even loyal customers

 

Case in Point

My favourite online newsroom is Tourism New Zealand. It is practical, intuitive and well indexed. Click on any press release and notice how the bottom of the page features “More information” and other “topics of interest”. Notice too how visitors can “sign up” to receive latest news from the newsroom.

 

Where to begin?

It’s wise to start with a point person, someone who will manage the online newsroom into the foreseeable future. Then, reach out to valid sources of content – persons within or outside of the organization who can make a commitment to providing quality content. At the end of the day, remember that your online newsroom will be visited by media and non-media types (ie: customers, vendors, government etc.), and so a little investment will likely go a long way!