August, 2011

10 Reasons Your Online NewsroomNeeds an Upgrade

Chris Bechtel, CEO, iPressroom

Reason #1: The Shift Online is Complete

• Virtually all media is working online and many outlets are exclusively publishing online.

• PR is measured less by print clips and more by web traffic shares and conversions.

• Social media and search engines drive far more eyeballs than traditional media on a daily basis.

Your Website is the Center of Your Online World

Social Media Integration #1 Priority 2011

• According to Altimeter Group Survey, “Social integration with your website allows readers to stay on your site longer… [and] encourages social sharing and community in a location (your website) that you have more control over (vs. external social channels like Facebook and Twitter).”

Reason # 2: Content is King

Does your website newsroom spread frequent, authentic, relevant and engaging content?  Can you send targeted pitches to exclusive content as well as broadcast to the world?

Content is most effective when it's updated frequently, can be seen as relevant, authentic, and engaging.

Reason #3: Address all visitors to your site

Does your newsroom consider all of the various audiences (journalists, consumers, investors, shareholders, etc.) that might visit your home? Or, are you thinking mainstream media only?

Today, it is a search-driven world and Google delivers content to everyone. Ensure your newsroom content is diverse and relevant to all of your site's potential visitors.

Reason# 4: The Multimedia Matrix

Does your newsroom offer content in all of the various forms expected today (e.g.; text, photos, video, audio, pdf, blogs, podcasts, news feeds, etc.)? Or, do you mostly have press releases?

It is important to understand how your audience consumes online information and how to create and publish the various content types.

Reason # 5: Social Media and Hashtags

Does your newsroom enable visitors to tell others, share, discuss and even use some of your newsroom content to spread the word to others for you?

Social media is now an integral component of driving traffic to your site, distributing information about your company, improving customer support and client relations, and increasing your search engine position.

Reason # 6: SEO and SERPs

Does your newsroom allow search engines to easily find your site, then tell others effectively about who you are and what you are doing?

Filling your press release with keywords will not improve search results. Improved search rankings come from a well-researched relevant keyword strategy applied to your entire site.

Reason #7: Clean and simple template designs

Does your newsroom utilize modern web design principles and best practices that allow people to easily navigate your newsroom and search for information?

Use landscape effectively, display content consistently, and be careful of visual clutter.

Reason #8: Drill Deeper for conversions

Does your newsroom prominently refer traffic back to your main site and encourage people to take immediate action to connect with your PR team and your company?

Reason #8: Privacy and Security

Does your newsroom protect your contact information from unwanted guests (i.e. spam bots) and also make you easily accessible via multiple platforms and channels (e.g.: landline, email, mobile, social media)?

To combat against spam bots, consider adding a CAPTCHA code that asks for simple letter and number codes prior to revealing media contact information.

Reason # 9: Increase distribution channels

Does your newsroom help you to easily distribute your message across the channels your audiences frequent (e.g.; search engines, email, facebook, twitter, blogs, YouTube, etc.)?

Reason #10: Web Analytics

Does your newsroom track who visits, where they go within yoursite, and what content they consume, share, comment on, write-about, or sign-up for? Or, have you've been asking IT and can't get an answer?

Deliver on Your Communications Goals

To re-cap: Make your website newsroom a place people will be able to find, hear about, discuss, and share… and be seen as a trusted, engaging resource, enabling you to;Turn site visits into relationships and convert those relationships into outcomes:• News coverage• Increased online engagement• Greater brand awareness• Higher measures of favorable response• Revenue growth and sales