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The Death of Traditional Online “Newsrooms”

DH | November 15, 2010 | 1 Comment

It is a reality in our fast-moving, digital-driven world that words matter. And, certainly in the field of communications where new uses and more precise usage of words and phrases play a key role in determining such essential factors as competitive differentiation, authenticity and value. Take, for example, online “newsroom” versus “news site.” There is a big difference.

A few months ago during a meeting with Gary Shapiro, CEO of the giant Consumer Electronics Association and someone I greatly respect, he observed that many CEOs and business leaders see little asset value in most online newsrooms.

Everyone has one, Gary said, and they all look and feel pretty much the same … resting places (or “graveyards,” as I have previously labeled them) for press releases. That’s true.

The common perception of online “newsrooms” is one of an archival place for news releases … and, while some news releases may contain some information that could be ferreted out as news, most tend to be more self-promotional and one-sided.

As a long-time journalist and author, I’ve heard the complaint for years from those in the news business about the use of obtuse news releases for marketing purposes. As a result, most reporters and editors ignore a great many press releases.

Fortunately, that traditional approach to handling news online is changing through brand journalism and “news sites” which are far more open, transparent, interactive and balanced in presenting legitimate and real-time news. Online news sites work make your organization or business a trusted news resource. They are an authentic and valuable asset.

News sites are embraced by corporations and organizations that recognize that the best approach to managing news in today’s online world is to become the center of all news about your industry sector or area of focus. And, all news might not be all good. But, having the confidence to lay it all out there and be the center of news, a company or organization earns respect and trust.

News sites, however, require a lot more work and need people with accomplished journalistic skills. It’s not promotion or marketing but rather news that captures attention in today’s world.

Think of it this way …

Online “newsrooms” are more one-sided, self-promotional and dull.
Online “news sites” are balanced, trusted, interactive and result in far more visitors and control over how your brand is trusted and respected. Real news in real-time.

Online “newsroom” or “news site” … there is a big difference.