A recent article, The Even Darker Side, authored by Catilyn Coverly posted on the Ryerson Review of Journalism, CANADA’S WATCHDOG ON THE WATCHDOGS, was filled with a number of discrepancies listed in a recently published letter to the editor by Newsroom Ink founder Ed Lallo.
In November of 2010, Bill Calder, editor of Intel’s Free Press, and I started corresponding. During the months since our introduction, discussions have centered around the topics of brand journalism and online newsrooms.
Mr. Calder brought to my attention the article on the Ryerson Review of Journalism site, which also featured Calder and Intel’s online newsroom -The Free Press.
In the article my former partner in The News Group Net, David Henderson, was quoted as though Imperial Sugar turned to him alone to formulate the first dynamic online newsroom staffed by professional journalists -ImperialSugarNewsroom.com, “executives at Imperial Sugar turned to Henderson, as he explains, to “develop and manage ISCNewsroom.com — a news site that openly presented legitimate and balanced company and industry news.”
When the first story posted on the Imperial Sugar Newsroom in June of 2009, it was not the culmination of the work of a single person, but instead the effort of a partnership of seasoned journalists.
In fact, Imperial Sugar turned to The News Group Net, a partnership of senior communicators that included: Springfield Lewis, former director of communications at EDS and IABC Gold Quill winner for developing and utilizing “storytelling” as a corporate communications tool; Ed Lallo, former People Magazine photojournalist and founder of the reputation management company – Newsroom Ink; as well as Mr. Henderson.
The partnership name, The News Group Net, was not created in 2002, as Mr. Henderson stated in the article – “In 2002 he created News Group Net LLC, a company that specializes in producing brand journalism to aid companies and organizations in crisis” – but instead was a collaboration between the three partners, and in June of 2009, Lallo registered www.thenewsgroup.net on GoDaddy.com.
This partnership continued for more than two years, with Mr. Lewis leaving in the fall of 2009 to take the director of communications position at Harris Corporation.
Mr. Henderson and Lallo, continued to operate the Imperial Sugar Newsroom, and went on to successful build and launch Louisiana Seafood News for the Louisiana Seafood Promotion and Marketing Board in May of 2010.
The News Group Net partnership ended in September of 2010. The following month Imperial Sugar moved their newsroom to another provider.
The professionals communicators of Newsroom Ink thank the editors of Canada’s Ryerson Review of Journalism for the opportunity to offer the corrections for a well written article on the use of professional journalists and online newsrooms.
Letter to the Editors of the Ryerson Review of Journalism
Tim and Steve:
The News Group Net founding partner Springfield Lewis on the first day of writing stories at the Imperial Sugar Port Wentworth refinery.
The article, The Even Darker Side, written by Catilyn Coverly, tells an interesting story – but an incomplete one with key facts left out.
In the article, my former partner at The News Group Net, David Henderson, is quoted as though the Imperial Sugar Company turned to him alone to formulate the ISC Newsroom: “executives at Imperial Sugar turned to Henderson,” as he explains, to “develop and manage ISCNewsroom.com — a news site that openly presented legitimate and balanced company and industry news.”
In fact, Imperial Sugar turned to The News Group Net, a partnership of three senior communicators that included David as well as:
• Springfield Lewis, a former director of communications at EDS and an expert in organizational “storytelling” and content development;
• And myself, a former People magazine photojournalist and founder of the reputation management company, Newsroom Ink.
The partnership name, The News Group Net, was not created in 2002, as reported. Rather, it was a collaboration among the three of us formed in June 2009 and registered by me as thenewsgroup.net on GoDaddy.com.
The News Group Net partners David Henderson (l) and Ed Lallo at partners meeting in Arches National Park.
This partnership continued for more than two years, with Springfield leaving in the summer of 2009 to become director of corporate communications at a FORTUNE 500 technology and communications company.
David and I kept operating the Imperial Sugar Newsroom. Against the backdrop of the BP oil leak disaster, we also launched the Louisiana Seafood News site for the Louisiana Seafood Promotion and Marketing Board in May 2010. The seafood newsroom gave a voice to local fishermen and others affected by the Deepwater Horizon spill.
As an author and speaker, David is well known in the communications industry. He has done an outstanding job in promoting brand journalism and the use of online newsrooms for reputation management. However, lessons learned and promoted by David are not uniquely his. The strategy behind the ISC Newsroom was the result of our collective work as a partnership. Lessons learned on the award-winning “storytelling” platform and brand journalism are leveraged today at Newsroom Ink for new clients. I am proud to have been a part of the conception of the Imperial Sugar Newsroom. David was more than accurate when he stated “the site became the most popular online site in the global-sugar industry, beating out much larger competitors and taking ISC to a whole new level in the marketplace.
Through the use of journalists, be they called brand or not, the dynamic online newsroom is like inviting someone into your operations so they can clearly and accurately see your business – from the inside out.
A communications tool born in response to a crisis, online newsrooms are becoming a cost-effective asset to not only reach the media, but also connect employees, customers, vendors, legislators and shareholders. In short, it is the new homepage for corporate communications and reputation management.
Ed Lallo
Founder
Newsroom Ink
View letter to editors of the Ryerson Review of Journalism here.
View Catilyn Coverly, The Even Darker Side, article here.
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