PR strategy with and without an online newsroom
The PR sector wastes energy and time on thankless but necessary tasks. Are next-generation newsrooms on the way up to more media coverage, using fewer resources?
The value of an online newsroom in PR strategy can vary depending on whom you ask. While some see them as useless repositories of old press releases, others understand their potential. However, not all online newsrooms are created equal. There are different types, including add-on pages to websites, extensions of press release delivery platforms, custom-built solutions, and the next-generation online newsroom.
To truly appreciate the benefits of a next-generation online newsroom, let's first consider the working conditions of journalists today. They earn less than their PR counterparts, work longer hours, have multiple deadlines, and limited access to internal resources. PR professionals must recognize this reality and strive to make journalists' lives easier if they want to secure more media coverage.
PR Strategy without an Online Newsroom
Journalists' needs and workflows have changed. A next-generation online newsroom will help realign your PR team's practices with the requirements of journalists.
Description: Journalists' needs and workflows have changed. A next-generation online newsroom will help realign your PR team's practices with the requirements of journalists.
Without a next-generation online newsroom, PR teams spend valuable time on menial tasks that lack creativity and strategic value. Press Release follow-ups become frustrating and time-consuming as PR professionals contact journalists, often waiting days for a response that often never comes.
Standard FAQs for new journalists and media sources waste time for PR pros and journalists, as similar questions are repeatedly answered. The back-and-forth over image and video selection add to the frustration, with journalists needing unique visual narratives to captivate readers. Moreover, relying solely on email delivery of press releases limits exposure, as journalists find most of their story ideas online. This results in an increased workload for journalists who need more than a brief pitch to pursue a story idea and a PR team that is overworked and underperforming.
With a Next-Generation Online Newsroom
Next-generation online newsrooms, such as Lookatmedia™, are like high-performance race cars compared to their cheaper alternatives. Time is of the essence in the news world, and these newsrooms excel in meeting deadlines. They offer PR teams and journalists the tools to set new speed records.
PR Strategy with an Online Newsroom
Working without a next-generation online newsroom can result in PR professionals expending much of their time and energy on activities with little reward.
Online newsrooms should not replace press releases; instead, they complement them. Just as marketing employs an omnichannel approach, PR should utilize online newsrooms as a central destination for press releases and social campaigns. Lookatmedia™ exemplifies a next-generation online newsroom that is the single source of truth for your entire PR strategy.
Next-generation online newsrooms like Lookatmedia™ offer a wealth of resources for journalists and provide a measure of media engagement. They serve as a repository for FAQs, research materials, support material, and an archive of past press releases. However, their potential extends far beyond these essential functions.
They can transform your PR strategy as a force multiplier for press releases, offering entire libraries of story ideas, research materials, evergreen content, and events. These newsrooms become a 24/7 resource for journalists across different beats, encouraging repeated visits and generating more coverage opportunities.