News To Use
Welcome to the August 2007 edition of ChamberExpress™ News to Use. Our goal: provide ideas, information and news to help chambers of commerce succeed online.
In This Edition
- Best Practice: Online Newsrooms Get Reporters' Attention
- Tools of the Trade: Newsroom Structure Cuts Wasted Time
- News from ChamberExpress™: CEO Trains, Clients Benefit
1. Best Practice: Online Newsrooms Get Reporters' Attention
In a study with 1,000 newspaper, magazine and Internet reporters, it was determined 86% of reporters use websites to gather information about an organization, yet 90% say they waste time sifting through sites to find what they need. Here are some tips to help create “reporter friendly” online newsroom for your website.
- Set your online newsroom up as a separate section of your website so reporters can go directly to the area and find what they need easily. Make sure the newsroom section is no more than one click away from the homepage and clearly labeled.
- Include all news releases, especially current releases and any releases posted in the past 24 hours, as well as an easy-to-use search option for archived releases (see “Tool of the Trade” for archive organization tips!).
- Make sure you list specific 24-hour contact information for your company including names, titles and phone numbers.
- Even if it’s in the “About Us” section of the website, also include a “fact file” in the newsroom that includes your company’s profile and history, key company statistics, biographies of top administrators, downloadable images/graphics, and any additional information that will give the media insights into the company.
- Create a place in the newsroom for a list of awards, recognitions, testimonial letters or other unique designations.
- Post all previous media coverage about your company in a distinct area of the newsroom allowing media representatives and others see what other news outlets have said about your company.
Follow these content rules, along with the specific tips under this month’s “Tools of the Trade” for structuring your online newsroom, and your newsroom will be a hit with the media!
2. Tools of the Trade: Newsroom Structure Cuts Wasted Time
So you have an online newsroom or, after reading “Best Practices,” you’ve decided you need one. Here are some tips on structuring your newsroom so reporters can find what they are looking for quickly and easily!
Create newsroom archives. Consider implementing an organizing system that not only lists releases chronologically but also places them in categories either by quarter or company departments/specialty areas.
In the newsroom section, include an easy-to-find search engine function that allows current and past releases to be searched by headline, keywords, dates, departments, etc.
When posting news releases to the newsroom, place news releases in descending order (latest news releases first).
Offer news releases in multiple formats (HTML and .PDF) for easy downloading and printing since reporters may be accessing information from a variety of locations (for example, home, office, remote locations).
Make accessibility for the media easy – do not require media representatives to sign-up for access to the online newsroom; however, do create a sign-up area where media and others interested in your company can opt to receive press releases, news alerts and other special announcements as they become available.
Following these simple structure tips, along with the content guidelines in “Best Practice” this month, will ensure your online newsroom is media savvy!
3. News from ChamberExpress™: President, Joanne Taylor starts her journey to IOM certification
IOM, here we come! Joanne Taylor, President of Advanced Computing Technologies completes her first year at the US Chamber Institute for Organizational Management. "I wanted to be able to help my clients", says Joanne "I know that I can be more effective working with our chamber clients if I had a more indept understanding of what it takes day to day to run an effective chamber."
"My first year was an amazing experience. From financials to marketing to Board Governance I have gained such an insite to the real chamber world. My classmates who are all chamber executives and staff members where very open in their discussions. I also found that 100% of what I learned can be carried through to my business and personal life as well. "
For more information on the US Chamber Institute program Click Here.
