Wednesday, March 07, 2007

New Survey Illustrates the Importance of Online Newsroom

Sometimes, it's easy to get carried away by all the possibilities with new social media. Some companies may focus too much weighing the pros and cons of a corporate blog while other PR pros may be too eager to launch the latest and greatest podcast without really considering their clients’ communications strategy.

A new survey, hot off the presses from TKE International text (no , reminds PR pros that virtually all (93%) journalists say it's important for an organization to have an online newsroom. Compare that number with the mere 24% of journalists who say that they "often" research a companies’ blog and you've got a stark reminder about the progress of new social media tools. While some PR pros, myself included, are eager to explore all avenues of social media, it's important to remind our clients what journalists want: an up-to-date newsroom with searchable text (no PDFs!) and access to press releases and the PR contact.

I took a quick look at Jet Blue’s newsroom. There's been enough written about Jet Blue’s recent PR crisis, I won't get into that here, but I think their newsroom is worth a look. If I'm a journalist researching the company and I see that press releases are divided by year-- 1999, 2000, 2001, 2002-Present-- I'm not real confident that last link representing nearly half a decade will be exactly what I need.

As Public Relations professionals it's our job to ensure that our organizations are maintaining a online newsroom that effectively provides journalists information about the company. This survey gives us the ammunition to make the case for a state of the art newsroom. Do this first, then worry about tagging your Flikr photos from the recent press conference.

1 comment:

Geoff_Livingston said...

Right on. It's all about the strategy. If a blog makes sense within the strategy, then it should be a go.