The Ideal Online Newsroom
These days, it seems pretty obvious that any smart company has to prominently position its expertise/experience to:
- Be clearly heard and stand out in all of the right ways.
- Best “manage the conversation” around its image and reputation.
- Be timely and relevant.
The hard part is expressing its corporate voice above the noise of the marketplace, where often people much less qualified – but far more vocal – pump out their opinions into mainstream and social media. The sheer speed, volume and rapid dissemination of information – right or wrong – can inundate communications and sway public opinion.
A company’s “Google-ability” – and the news that appears about it on page one of any search engine – often can determine its believability.
To have a meaningful conversation online, a company needs to:
- Articulate clear points of view on the things that it cares about the most.
- Identify its own experts and champions to tell compelling stories to advance its case and strengthen its market position.
- Create ever-evolving public platforms/forums where it can consistently and frequently showcase its views – along with other respected industry experts and thought leaders.
- Create a forum for sharing comments, generating a conversation and listening.
The team at The News Group Net, of which I am a member, recently created the ISC Newsroom. It is intended to position the Imperial Sugar Company as an authoritative voice in the sugar industry – U.S., Mexico and elsewhere. Meant to be a one-stop shop for the best thinking and views on sugar and all of the issues/market forces that surround it.
We think it is one of the best online newsrooms around.
Related posts:
- Build an Online Newsroom, Using WordPress
- Greatest Challenge Facing Online Media
- The Coming Explosion in News Online
- Interactive Online News Releases
- Time to Streamline Online Newsrooms
Category: Featured, Online Strategies
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Recognizing the bad along with the good is important. Transparency and honestly can show the public that a company wants has valutes, strives to be a good corporate citizen and builds credibility.