Social media, like Facebook and Twitter, should not be the place for the public face of a company’s PR strategy. Conversations are fleeting and have little structure, and at times damaging to a companies reputation. It is difficult to direct them to higher level and most of them are definitely not tied to the company’s business or executive agenda.
The dynamic online newsroom is rapidly becoming the place to hold an effective conversation with a company’s many and diverse audiences. It translates the corporate agenda intocompelling stories that the media, customers, employees, vendors and stakeholders want to read, learn more about, believe in and contribute – all on a regular basis.
In the world of social media, Twitter has become the headline. Facebook is the front page. Blogs are the editorials. The online newsroom is the entire publication. It becomes a company’s content engine – complete with social media – that’s archived for history.
What is an Online Newsroom?
• It is a new business forum that enables a company’s story to be actively told in a journalistic way – from a perspective that only the company can offer.
• The newsroom is the place to hold an open, on going conversation. It is the factory that runs a company’s content engine aligned to the business agenda.
• It’s where local, national and international media can obtain credible stories, photos, videos and story ideas around the clock.
An online newsroom platform is safe and secure – for readers and company alike. There is no profiling, data-mining, security issues and blocked access – all potential landmines for lawsuits, not only the social media sites but also the companies using them. Recent findings have revealed the pervasive spread of social media within companies, and both the companies and their IT departments have
good reason to be worried about potential risks.
The 2011 Social Media Protection Flash Poll, commissioned by Symantec Corporation, announced findings, which examined how organizations protect themselves from negative consequences of using social networking sites such as Facebook, Twitter and
others. The risk of publishing confidential information increases as organizations increasingly share business related information on social
networks to communicate with customers, partners and employees
Who Benefits from the Online Newsroom?
• Customers can find the latest company information told in a compelling format.
• Employees receive a new source to stay in touch with their company.
• Business partners have can learn your story from the company’s unique perspective.
• Stakeholders receive valuable information tool to follow their investments.
• Industry experts have a platform to voice their visions for the industry.
• Company leaders have a respected source to regularly voice their thought leadership.
The newsroom allows a company or organization to communicate directly with reporters, influencers and the public. As the company’s content engine, it is branded and integrated with the corporate website and social media sites.
The dynamic online newsroom is proved to be a trust worthy communications tool for reputation management. Born from crisis, it has evolved into an effective best practice, according to the Communications Executive Council study, “How to Build a Leading Online Newsroom.”
Dynamic newsrooms also invite others – including employees, customers and business partners – to tell stories in ways that increase a company’s credibility and brand. This balanced brand journalism blends different perspectives, offering well-grounded points of view and fresh insight into a company’s operations and relationships.
The power of an online newsroom comes from:
· Aligning content to the CEO or business agenda.
· Creating a clear line of sight into the business – for employees, customers, suppliers and other shareholders.
· Offering a platform for executives to express their thought leadership.
· Creating shared communities of interest through credible stories about the business and industry.
· Building credibility for corporate reputation through open and transparent communications with various stakeholders.
· Real reputation management involves creating an authentic online voice and maintaining a respected image through credible news.
The dynamic online newsroom is the new business platform that allows a company to apply its insights and expertise to a wide variety of different business processes, as well as a wide variety of diverse audiences.