Jump in. The water’s fine.

Jump in. The water’s fine.

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You may need to adjust to the idea of your newsroom playing an increasingly important role in your PR strategy; however, you’ll soon discover how refreshing this new paradigm is.

#PressRelease #PublicRelations #PRTips #BreakingNews #journalismmatters #newsrooms #lookatmedia

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Jump in. The water’s fine.
10 months ago

Opening a second front
on your public image

#PressRelease #PublicRelations #PRTips #BreakingNews #journalismmatters #newsrooms #lookatmedia

By Craig Harris

Jump in. The water’s fine.

Getty Images/iStockphoto

You may need to adjust to the idea of your newsroom playing an increasingly important role in your PR strategy; however, you’ll soon discover how refreshing this new paradigm is.

#PressRelease #PublicRelations #PRTips #BreakingNews #journalismmatters #newsrooms #lookatmedia

In a conversation the other day, I was asked, 'How do you convince a client to transfer their investments from a traditional press release delivery service to our online newsroom solution?'. My answer was, 'You don't, and here's why.

The pros and cons of traditional press release distribution services

Few argue that press release services deliver diminishing reruns on investment to what they achieved only a few years ago. This change isn't because the databases need to be better maintained or Press Releases no longer work. The media landscape has changed, and Press Releases do not fit as comfortably into the deadlines and workflows of journalists as they once did.

Journalists have more deadlines, beats, and fewer resources than ever. Receiving a back of press releases on a Monday to set them up for the week doesn't work as well as it once did. Nowadays, up to 70% of all story ideas start with online searches,

Adapt or perish.

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The media sector is dealing with an existential crisis. While your new online newsroom may not be the cure, it can be a game changer for your organisation’s media profile.

#PressRelease #PublicRelations #PRTips #BreakingNews #journalismmatters #newsrooms #lookatmedia

Adapt or perish.

Adapt or perish.

Getty Images/iStockphoto

The media sector is dealing with an existential crisis. While your new online newsroom may not be the cure, it can be a game changer for your organisation’s media profile.

#PressRelease #PublicRelations #PRTips #BreakingNews #journalismmatters #newsrooms #lookatmedia

When using any content from this media centre, you must include an attribution for the content creator. Select "I Understand" to proceed to download this image.

Why the move to online searches

Journalists searching for story ideas online is familiar but increasingly necessary. Journalists look at online news sources frequently to see what news trending is. Still, they are also conducting more specific searches around a subject or idea to inspire them to create entirely new story ideas or follow-ups on previous content they've created. Why wouldn't they? The web offers them a rich source of content to choose from. The challenge for journalists is finding credible content they can write about; this is where your newsroom becomes very important.

Hybrid or remote.

Getty Images/iStockphoto

Few journalists are anchored to their newsroom desks. Many now work remotely or with a hybrid model, providing more ways to use online research to discover new story ideas. Your newsroom can be part of that discovery journey.

#PressRelease #PublicRelations #PRTips #BreakingNews #journalismmatters #newsrooms #lookatmedia

Hybrid or remote.

Hybrid or remote.

Getty Images/iStockphoto

Few journalists are anchored to their newsroom desks. Many now work remotely or with a hybrid model, providing more ways to use online research to discover new story ideas. Your newsroom can be part of that discovery journey.

#PressRelease #PublicRelations #PRTips #BreakingNews #journalismmatters #newsrooms #lookatmedia

When using any content from this media centre, you must include an attribution for the content creator. Select "I Understand" to proceed to download this image.

 Opening a second front to combat misinformation.

As a rule, journalists seek multiple sources to verify the 'truth' of a story. They seek sources to qualify facts and seek visual content to illustrate their stories. If they want their stories to be published, they need a clean, credible audit trail and compliance information to back them up. Your online newsroom can only do this with your PR team or subject matter experts to be available. If managed like it's a news source, your newsroom can be a force multiplier for positive media coverage.

“Where are we going?”

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While opening a second front may seem counterintuitive when organisations seek ways to reduce their spending, an online newsroom can deliver significant value with more positive media today and into the future.

#PressRelease #PublicRelations #PRTips #BreakingNews #journalismmatters #newsrooms #lookatmedia

“Where are we going?”

“Where are we going?”

Getty Images/iStockphoto

While opening a second front may seem counterintuitive when organisations seek ways to reduce their spending, an online newsroom can deliver significant value with more positive media today and into the future.

#PressRelease #PublicRelations #PRTips #BreakingNews #journalismmatters #newsrooms #lookatmedia

When using any content from this media centre, you must include an attribution for the content creator. Select "I Understand" to proceed to download this image.

Picture this

Imagine journalists taking the time to troll through all the press releases at the start of the week. Nothing spikes their interest or fits with the flow of their contemporary storytelling, so they jump online to start researching their idea. In the results of their inquiries, a back on the story you've published on the subject they're researching appears in their results. They click on the link and start reading the story. The story's arc compels them to read more content and seek empirical data from your newsroom to back up the story. They have quickly journeyed through your online newsroom, building a more nuanced understanding of your organisation and mission. Along the way, they take mental notes of other stories they will create.

Why wait?

Lookatmedia™

Only journalists seeking to write stories on the subjects and issues covered by your team will visit your online newsroom. It’s a very different experience from the waiting game of press releases.

#PressRelease #PublicRelations #PRTips #BreakingNews #journalismmatters #newsrooms #lookatmedia

Why wait?

Why wait?

Lookatmedia™

Only journalists seeking to write stories on the subjects and issues covered by your team will visit your online newsroom. It’s a very different experience from the waiting game of press releases.

#PressRelease #PublicRelations #PRTips #BreakingNews #journalismmatters #newsrooms #lookatmedia

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And the story continues.

The illustrated content helps them understand the impact of an accompanying visual narrative, and they learn they can now access content libraries to create their own. They find your newsroom is a workspace that provides the inspiration, resources, and compliant information they require to take the seed of an idea to a fully formed, illustrated and media-compliant story ready for publishing. They achieve this in the dead of night, ensuring they meet their next deadline easily. 

They click on the link to instantly receive news updates from your newsroom on their smartphone and bookmark your newsroom for future reference.

Your second front has helped you expand your positive media coverage and create a scenario where that journalist will come to you directly for more story ideas and resources.

Your press releases and online newsroom combine to prove that the whole is greater than the sum of its parts.

I see where this is going.

Lookatmedia™

Journalists are on to you. They know you're sending the exact same batch of images and videos with every press release. Journalists want the choice to create their own visual narratives, and Lookatmedia™ allows you to deliver on that promise.

#PressRelease #PublicRelations #PRTips #BreakingNews #journalismmatters #newsrooms #lookatmedia

I see where this is going.

Lookatmedia™

Journalists are on to you. They know you're sending the exact same batch of images and videos with every press release. Journalists want the choice to create their own visual narratives, and Lookatmedia™ allows you to deliver on that promise.

#PressRelease #PublicRelations #PRTips #BreakingNews #journalismmatters #newsrooms #lookatmedia

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