Why Brands are Adopting the Digital Newsroom Approach

Why Brands are Adopting the Digital Newsroom Approach

Core Facts

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We live in a social media world.  People find their news and information on Facebook, Twitter and Instagram.  So why should a brand bother with creating their own newsroom?  Isn’t it enough to have your content posted on all your social accounts?

Not really. When the media or the public find a piece of content in social media they’re likely to follow a link back to your site.  If all your content is not available there, it’s unlikely they will go trolling social media for more content.  You do need to distribute your content in social media, but you also have to provide a central content hub – your digital newsroom.

Red Bull has been doing it successfully for years.  They have a complete unit set up for producing content – Red Bull Media House.

Some of the better known brands are seeing the value of creating a digital newsroom that serves not only the media, but also provides great content for anyone interested in their brand. In February, Marks and Spencer (UK) launched their new website with an editorial section called Style and Living with content from fashion journalists, celebrities and guest editors.

March saw an announcement from Adidas that they are setting up digital newsrooms that will tap into trending topics relevant to their market. The digital overhaul comes after an audit of the brand’s social media footprint. They’ve seen their sales decline and their research shows that they need to be offering content that keeps the brand relevant and interesting.

If it takes a dedicated team of content publishers to create a digital newsroom is this only for very large brands with deep pockets? Not necessarily.  Smart use of available technology and resources can achieve the same results.

The Hosted Newsroom

There are several good hosted newsroom platforms that can be used to expand your newsroom in to a digital publishing activity. My choice is, of course, PRESSfeed.  You could even build it in WordPress if you have a talented programmer.

You need to pick a newsroom platform that has these features:

  1. An easy-to-use content management system, so you can publish the content without the need to call IT.
  2. A magazine-style layout
  3. The ability to post different content categories
  4. Easily add images and videos – to a media gallery as well as to individual articles or releases.
  5. Review/approval prior to going live
  6. Edit after publishing
  7. Posting in content categories
  8. Tagging
  9. Sharing
  10. Analytics to track the success of your efforts


Tags: newsroom, digital, strategy, news, PR, brands

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At PRESSfeed we help our clients stay ahead in the rapidly moving digital media landscape. PRESSfeed is a hosted online newsroom with social features and integration, as well as the elements journalists, bloggers and the public expect in a corporate newsroom today. We offer initial training in how to use the newsroom to improve your media relations. Our News OptimizationToolbar offers full instructions on how to optimize news releases, images and video for search. We do monthly training webinars for our clients to keep them informed about the latest technology and media relations trends and tools. http://www.press-feed.com

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Sally Falkow
PRESSfeed, the social online newsroom
626 793 4911

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