Online Newsroom vs. Online Cemetery
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.
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.