It is a misperception in the PR business that the primary audience of an organization’s online newsroom is the news media.
Journalists and bloggers, alike, have learned that most traditional online newsrooms are little more than dusty repositories of old press releases – not news and not helpful.
Not surprisingly, most online newsrooms are seldom visited. Besides, that’s not how reporters find the material they need for stories … they usually turn to Google and find out what others are saying about you.
The objective of the digital model for online newsrooms developed by the team at The Newsroom Ink is to make a company or organization the go-to online resource for balanced and legitimate news about its industry and business sector.
At the same time, it is a site that reflects stories, voices and news that appeals to the company’s most meaningful audiences – such as investors, the financial community, business partners, employees, customers, consumers, contractors and vendors … and then, maybe, the media.
In other words, we build online newsrooms – such as ISCNewsroom.com and LouisianaSugarNews.com, among others – that quickly become the most credible information resources about an industry as well as the company. In an era of media chaos and turmoil, we create sites for organizations to showcase their own news, targeted to audiences that make a difference.
In the case of Imperial Sugar’s online newsroom, its popularity reflects a 181 percent growth in shareholder value. The site has become the highest rated site of any sugar company in the world, soaring to an Alexa.com ranking of 135,000 in the U.S. (among 12-million sites online). More than anything, Imperial Sugar’s online newsroom has significantly expanded the company’s brand awareness as a leader in the food industry.
When you achieve such transparency, credibility and openness,
Recent Comments