Ignored by journalists? Rejected by the public? Forgotten by your own employees? This webinar will reveal the essentials to bring your corporate newsroom back in the game.

1. Essentials for a stellar online newsroom

2. Moderator
Mike King
m.king@presspage.com
Essentials for a stellar online newsroom
Presenter
Tom Gubbins
t.gubbins@presspage.com
Presenter
Bart Verhulst
b.verhulst@presspage.com

3. What we will cover today...
1. What is a newsroom?
2. Location location location...
3. The evolving media landscape
4. The essence of a newsroom
5. Newspaper basics
6. Mobilizing your newsroom
7. Making news attractive
8. Multimedia
9. The newsroom is an ‘open house’

4. 1. What is a newsroom?
The concept can be referred to as:
● Pressroom
● Press center
● Media center
● Media room
● Media site
● Media relations website
● Blog...
● Newsroom

5. 1. What is a newsroom?

6. 1. What is a newsroom?
Strategy should dictate location and branding

7. The online newsroom is arguably the most tangible PR
asset a brand possesses.

8. Poll #1: How many of you currently feel you have an
effective digital newsroom?
A. Yes
B. No, just the basics
C. It’s a priority for 2018
D. Other

9. 2. Evolving media landscape
● Predictable route from press release,
to journalist, to print publication is
no more
● Larger and more diversified
audiences
● Modern newsroom is strategic, but
with great operational benefits
● Newsroom is a ‘snapshot’ of your
brand...

10. 3. Essence of a newsroom
● The online newsroom is maturing at a
fast pace
● Audiences have expectations
● PR needs to proof value
● Key issue: How do we ensure
your newsroom becomes a
great destination for your
audiences, and offers value to your
organization at the same time?

11. 4. Newspaper basics
Focus on ‘Above the fold’
● “Above the fold” is used to refer to
the upper half of a newspaper page;
the part visible in the stand.
● It is where the most important
stories would be presented… the
catchy headlines that would sell.
● For web design it is "the part of the
page visible without scrolling".

12. 4. Newspaper basics
Be effective an efficient above the fold
● The main idea is always: direct
access to multiple pieces of content
above the fold.
● Allow for direct sharing of landing
page content...
3
4 5 6

13. 4. Newspaper basics
Be effective an efficient above the fold
● In web design the fold has an ‘ever
changing position.’
● It is different for each device and
screen size…
● Aim for a 700 to 800 pixels design
● Avoid making the header (top) of
your news page too static above
the fold...
60%

14. 4. Newspaper basics
Landing page flexibility
● Even better is: direct access to
multiple relevant pieces of content
above the fold.
● Your newsroom landing page needs
to be flexible in order align with PR
and marketing campaigns… or adapt
in times of crisis.

15. Write snappy or descriptive headlines
Snappy
For print
Descriptive
For SEO
4. Newspaper basics
● A good headline will trigger people
to click on your article
● Web headlines need to be more
descriptive than print headlines
● Searcher intent: every piece of
content is also a solution to a
search query…
● Headline (H1) + Subhead (H2)

16. 5. Mobilizing your newsroom
A lesson from the past… news is consumed ‘on the fly’

17. 5. Mobilizing your newsroom
Be ready for mobile
Be selective in building mobile
pages. Scrutinize according to the
following questions:
1. What is the value we’re
delivering in this page?
2. What do we expect the user
needs?
3. What do we want them to
accomplish?

18. 5. Mobilizing your newsroom
Using clear news facts
● In the US, average adult person
spends 26 minutes per day on
mobile web.
● Make sure mobile pages are lean
and clean.
● Convey key points early as attention
span can fade quickly.
● Make use of clear news facts

19. 6. Making your news attractive
Visually compelling newsrooms perform better

20. 6. Make your news attractive
Make it visually compelling, but stick to the basics and keep balance
A B

21. ● B-roll videos
● Social videos
● Images
● Infographics
● Podcast / interviews
● Presentations (SlideShare)
● ...
14%
Δ
Δ
Δ
Δ
20%
48%
77%
Source: https://www.prnewswire.com/blog/multimedia-content-drives-better-press-release-results-1380.html
7. Multimedia
Digital assets empower your message

22. Poll #2: Does your newsroom currently make
effective use of multimedia elements?
A. Yes
B. No, it is a hassle to upload
C. It’s a priority for 2018
D. Other

23. ● From “Press Releases” to “News”
● “Press” excludes wider audience
● Softer tone; more journalistic
approach
● Average of 2 to 3 articles p.m.
7. Open house
Categorization & searchability

24. ● Features = amazing recovery stories
● Testimony to hospital’s core
competence
● Inspiring stories of hope for
patients, family, and friends
● Average 3 to 4 articles p.m.
7. Open house
Categorization & searchability

25. ● “Blogs” section highlights the more
personal side of patients and
hospital staff
● Averages roughly 1 article p.m.
● “In the media” category
showcases all earned media
items
7. Open house
Categorization & searchability

26. ● Tag search helps visitors search what
they need once on your newsroom
● Popular topics quickly allow to
identify a topic regardless of
category (news, feature, or blog)
● The ‘search’ box allows visitors to
use their own query words for a
specific search
7. Open house
Categorization & searchability

27. 7. Open house
Media Library

28. Poll #3: What do you perceive is the biggest hurdle to
implementing a digital newsroom?
A. Cost
B. Technology
C. Content
D. Culture
E. Other

29. PressPage provides a SaaS PR platform that enables brands to publish,
host and distribute rich content, and provides direct insights into
results. PressPage empowers PR professionals by adding efficiency and
effectiveness to their daily workflow.