Despite the major changes that have taken place in the media landscape over the past 12 months, such as the increased interest in visual content from the public and the media, online newsrooms of fast-growing privately-owned companies in the U.S. seem to be lagging at least a year or two behind.
The PRESSfeed 2013 Inc.500 Online Newsroom Report shows that very few of these companies are taking advantage of the PR and media opportunities available to them and they’re a year or two behind the digital content trends. In 2011 the Pew State of the Media report predicted that sharing news in social media would be a major factor in news consumption. In 2012 the Inc.500 did not incorporate this trend into their newsrooms, but they have done so this year. Forbes called the rise of visual content the ‘breakout trend of 2012’ yet there has been almost no increase in images, infographics and video in Inc. 500 newsrooms in 2013.
Download the full report at http://www.press-feed.com/inc-500-report/
Almost two thirds (64%) of the Inc. 500 companies have news content on their websites, but in this increasingly digital age it is disturbing that a third of these fast-growing companies have no news content on their websites at all.
The quality of the newsrooms varies, but the majority still has web 1.0 newsrooms with text only press releases – many in PDF. Very few companies scored an “A”. The average score was less than 50%. Only a handful uses the social-visual-creative format valued by the media and suggested by top PR thought leaders.
“It makes sense that more Inc.500 companies haven’t focused on their online newsroom,” said Joe Pulizzi, Founder of the Content Marketing Institute – an Inc.500 Company. “No one ever told us we needed to think and act like publishers. Surely no one ever trained us for this. But here it is upon us. Those companies that act on it have a clear competitive advantage.”
The biggest change this year is connecting to the company’s social content – a dramatic leap from 12% in 2012 to 72% in 2013 – a 600% increase.
The number of Inc. 500 companies offering social sharing options increased markedly – from 12% in 2012 to 39% in 2013 – a 325% increase.
Most worrying indicators:
Despite the explosion of the use of visual material in the last year and the fact that images and video get the most engagement, there has been almost no increase in the use of visuals with news or providing image and video material for the media and the public to view.
Journalists in particular have become used to working online and accessing information at any time of the day or night. They expect companies, both large and small, to have an adequate online newsroom.
“It’s stunning how few of the companies on the Inc.500 list have a good newsroom. It flies in the face of every single piece of research available relating to how journalists, bloggers and influencers seek information about companies: online, and on company websites.” Rebecca Lieb, Media and Content Analyst, Altimeter Group.
Finding the news content easily and quickly is a priority for journalists, yet very few optimize their news content and images for search. One of their top complaints from journalists and bloggers is the lack of contact name in either the newsroom or the press releases. Just 10% of the Inc. 500 companies have a contact name on the main page of their news content. 71% have no contact name on their press releases either.
To see how the Inc.500 scored on all 15 evaluation points, best practices, examples of A+ newsrooms and get the online newsroom checklist, download the full report at http://www.press-feed.com/inc-500-report/
Social Media Online Newsroom
A social media online newsroom has features journalists s and bloggers expect today
Web 1.0 Online Newsroom
The majority of Inc. 500 companies has a web1.0, text only online newsroom
2013 Inc. 500 Newsrooms Social Sharing
Social sharing options increased markedly – from 12% in 2012 to 39% in 2013 – a 325% increase.
2013 Inc 500 Social Content
72% of Inc. 500 companies connect to their social content - a 600% increase.
Webinar on the Inc. 500 Online Newsroom Results.
A one-hour on demand video of the webinar about the 2013 Inc. 500 Online Newsroom Report
"It's stunning how few Inc. 500 companies have a good newsroom. This flies in the face with every single piece of research available relating to how journalists, bloggers and influencers seek information about companies: online, and on company websites." Rebecca Lieb, Content and Media Analyst, Altimeter Group
"It makes sense that more Inc 500 companies haven't focused on this area...no one ever told us we needed to think and act like publishers. Surely no-one ever trained us for this. But here it is upon us. Those companies that act on it have a clear competitive advantage." Joe Pulizzi, CEO Content Marketing Institute. (Inc. 500 company)
"Inc.500 companies with smart online newsrooms have a new title: publishers. The online newsroom is the social, mobile and visual news hub of today's smartest brands. Journalists and consumers expect it and Google rewards for it. Gone are the days of static websites with outdated content, today's savvy users want information that is in the now, with immediate gratification when it comes to company news and content. Online newsrooms that are social, visual and mobile friendly will win the war in more traditional media coverage, better search results and increased likelihood of social sharing. That's good PR." Lisa Buyer, CEO the Buyer Group and columnist for Search Engine Watch
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 and monthly webainrs to keep you abreast of nw digital PR trends. Our News OptimizationToolbar offers full instructions on how to optimize news releases, images and video.