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.
Filed Under: Featured • Online Strategies
About the Author: David is a veteran communications strategist ... writer ... blogger ... online publisher ... and Emmy Award winning former CBS Network News correspondent. He lives in the Washington, D. C., area, and works worldwide.
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.
[...] thinking and views on sugar and all of the issues/market forces that surround it," according to David E. Henderson of The News Group Net, the Washington-based consultancy that built the newsroom for the Imperial [...]