Vocus, the software list company that sells large spam email lists to PR people, markets what it labels an online newsroom for about $5,000.* But all it is, in reality, is a small filing cabinet graveyard for old press releases. Other companies in the PR industry sell similar online things.
That approach misses the point and does not respect an important opportunity – whatever an organization does online or in public, for that matter, should reflect enlightened leadership and brand distinction. There is nothing distinctive about a cemetery for dull old press releases.
The brand-enhancement potential of using today’s powerful and influential online tools to dramatically broaden awareness for any organization is significant and proven. Organizations ranging from Samsung and Louisiana Sugar Growers to Imperial Sugar and the LA Kings recognize that legitimate news attracts meaningful attention, especially those audiences that are essential to business success. Real news translates into return on investment.
Posting press releases no longer matters because releases, long a crutch of the PR business, have lost impact and influence in the digital era … with the exception of updates about financial matters. Rather, news – authentic news about an industry – cuts through competitive clutter to capture attention.
Audiences online seek to be informed, not talked at or promoted to.
* If an organization desires a press release cemetery, they can easily set up a WordPress blog that clones the look and feel of their Web site for less than $500.
But, if an organization truly desires to take a meaningful competitive leap to leadership in their area of business, an authentic, working online newsroom that is updated multiple times each day is the way to go. Yes, it requires work and journalistic skills which will mean an investment. But the return on that investment will be exponentially significant.
An active online newsroom will help to manage an organization’s Googleability and its brand image to the world. It will make the company the center of its universe as a leader.
I looked at the site statistics for the ISC Newsroom and noticed that a graveyard probably gets more visitors in a day. You mention ROI. Could you elaborate on what their investment was and how you are measuring the return on that investment. I am also interested in what other newsroom clients your company has. All you seem to talk about is sugar, sugar, and more sugar.
Frank:
Thank you for your comment. According to Alexa.com, the ISC Newsroom has a ranking 135,000 out of the 20 million websites online in the United States. Managing an online corporate brand image is not about the little boys game of who can pee the farthest; it is not necessarily about numbers, but instead credibility, trust, openness and transparency .
Unlike the static sites designed by iPressroom and the TEK group which are marketing based, the Imperial Sugar newsroom is a state of the art strategic, proprietary online communication model that has been prominently featured in articles in the International Association of Business Communicators (IABC) and the Public Relations Society of America (PRSA).
To Mr. “Stein” from Pompano Beach,
An organization that corrupts an online newsroom to “Market Your Messages” will ultimately harm its brand image and reputation. No one will trust what they say.
What you have written seems to out of touch with the realities of brand management and building credibility in today’s digital era. But, then, I am not in the business of selling static online press release graveyards.
David Henderson