Have you mistakenly believed a news page is enough?

Have you mistakenly believed a news page is enough?

By ch@digitalstor…, 25 April, 2022
Author
Craig Harris
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Yes
Featured?
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Article Hashtags
#PR #PRTips #PublicRelations #news #Breakingnews #media #newsrooms #mediastrategy #lookatmedia
Priority Tag
Newsworthy
Secondary Tags
Digital Asset Management
Facts & Stats
Media Releases
Newsworthy
Storylines
Intro Text (Limited to 120 characters)
Expecting a journalist to use your ‘news page’ on your website to build newsworthy stories on your brand or organisation is like handing a builder a hammer and asking them to build a house. It’s simply not enough to get the job done. Your PR team is always in ‘push’ mode, sending out press releases and spending most of their time trying to convince journalists that writing stories on your organisation are in their best interest. The fact of the matter is if you are not prepared to treat journalists with respect, then they will return the favour.
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Why a news page won’t ‘cut the mustard’

Most news pages are intended for consumers or the general public. The language and purpose of these pages are primarily to demonstrate progress of some sought. The tone of voices is more marketing-focused, something that turns journalists away. Their agenda is to write stories with an authentic voice based on facts. To do this, you have PR specialists, but to be truly effective, they need a specific place where they can talk directly to journalists and others in the media, using the media language. That requires an online newsroom.

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What’s in an online newsroom?

The very best online newsrooms serve two primary purposes; firstly, they serve a 'single source of truth' for all the resources journalists and producers need to research, create, and illustrate stories. Their second purpose is to attract a larger and more diverse media audience. To achieve both, they need to be a source of inspiration and productivity.

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Where are you?

There is a practice that journalists share with consumers. It's their reliance on online searches. Online searches generate 70% of the story ideas for journalists. When you have an online newsroom that uses 'best practice' SEO and focuses on the types of stories journalists and others in the media seek, then you create many more opportunities for positive media coverage across a more diverse media landscape.

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Beware the void

Aristotle coined the phrase "nature abhors a vacuum". The same principles apply to the media. If there is an absence of positive newsworthy information online about a brand or organisation and the seed of doubt is planted by any source, a journalist will rely on the negative information to fill the gaps. Your online newsroom is your best chance to control the media narrative in good and bad times.

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One professional to another

Journalists are not in it for the money; they're in it for a greater purpose. Who else would want to work for an income so low and career prospects that are at best shaky? They spend their entire lifetime crafting their storytelling techniques. They take what they do very seriously…and so should you. The bare minimum you need to do to work with them is to demonstrate you understand the challenges they face and make it easy for them to not only create but illustrate their stories. The best way to do this is to provide your PR team with the professional tools they need to make and sustain mutually rewarding relationships with individual journalists, starting with a professional online newsroom solution like Lookatmedia™.

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