Research indicates journalists start their story discovery journeys the same most people do research; they conduct online searches. As many as 70% of published news stories originate through online searches. If online searches are the source of most media content, then it makes sense that there is where you need to focus the majority of your PR resources.
Whether creating unique stories for your brand or newsjacking trending headlines, your content needs to be easily discoverable to a broader range of journalists than those in your media database. Whereas some Press Distribution service providers do a great job of maintaining their media databases, the reality is that journalists move positions and beats on an increasingly regular basis, making it impossible to maintain an accurate and up-to-date database. Add to that the increasing importance of non-traditional journalism (e.g. podcasters, influencers and bloggers ECT) and the importance of self-discovery of your newsworthy stories become clear.
Connecting with journalists through online searches is complex, but it is possible. Branded online newsrooms with easily discoverable content through online searches should be an essential pillar of any effective PR strategy. The challenge is finding a next-gen newsroom designed as more than a blogging platform for Press Releases.
When searching for a next-gen newsroom to replace your outdated news page or hub, check that it includes resource management features that help journalists discover, research, and illustrate their stories.
Find a solution that provides 24/7 access for journalists to libraries of pre-approved images and videos that allow them to create their media-compliant visual narratives. Journalists understand they need pictures and videos to attract attention. The lack of internal resources has created an environment where they depend more on brands like yours to provide access to these resources.
