Online Newsrooms are the core of any effective organizational communications program. Other channels may extend reach and build influence, particularly for the individual, but there’s no where like your own website to convert awareness into measurable transactions.
The website is the single, most credible source for conveying company news, according to a survey of 1200 journalists [PDF] by PR Week and PR Newswire. In fact, the only source considered more credible then an organization’s own online newsroom, is a third-party newswire service.
But if your online newsroom is the centerpiece of your external communications efforts, how do you get the right people to notice the news, photos and videos you’re posting?
Search engines are the number one way people source opinions on products, brands and services, according to Tom Smith’s report “When Did We Start Trusting Strangers [PDF].” But what can you do to accelerate the process of getting your news in front of the people you’ve been previously informing through other channels?
That’s where email newsletters come in. According to Tom’s study, 99% of internet users communicate via email, outstripping every other online channel from an adoption stand point. And those same people cite email from a friend or colleague as the number two most common way they source opinions on products, brands and services.
So in terms of importance, online newsrooms, search and email and the first, second and third areas any organization looking to migrate their communications online should be focusing on.
So while Twitter, Facebook and social media releases get the PR digerati’s attention — and I am *very* excited about these channels too – I would argue that the research and adoption rates clearly show:
- Online newsrooms
- Email marketing
- Search engine optimization
…are far more important starting points for public relations and corporate communications professionals looking to get their arms around online organizational communications.
You need an online newsroom you can manage content in yourself, because if you’re still relying on the web team down the hall, you are marginalizing your future, and your department’s future.
You need an easy way to search engine optimize press releases. And you need a way to send out email newsletters to your house list as a way of building awareness for your online publishing efforts.
Over the next few days I’ll be posting about best practices for online newsrooms, press release SEO and email newsletters.
If you’re a marketing or public relations practitioner seeking an easy to use platform for managing your own, custom online newsroom with search engine optimization and integrated email newsletters, tweet @chrisbechtel, email us at firstname.lastname@example.org or call +1-310-499-0544.
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