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Technology changes quickly, as does how we use it. Even online newsrooms are now managed more effectively and efficiently by both corporate communicator and journalist.
Because of the continuing maturation of online newsrooms, we felt it was time to update the original "Tips for an effective online newsroom" article that was first published in the May 2003 issue of Tactics. Today s tips encompass essential content, functionality, setup, design, reporting, integration components and journalists'tools that should be present in most company online newsrooms.
News/Press Releases
* Post a reverse chronological listing of company releases.
* Post release dates next to the release title.This creates a timeline, showing growth and milestones.
* Feature prominent releases with layout structure, despite published date. This directs the journalist to view this as an important message.
* Automatically and simultaneously post releases in a specific section and on the home page of the online newsroom. This streamlines workflow and eliminates redundant posting time and effort.
* Categorize releases by year.
* Categorize releases by section or specific product (example: Financial, Investor Relations, Legal, Product, Environmental, Automotive) .This enables journalists to quickly and easily find desired news by type.
* Post releases immediately and prior to distribution of e-mail alerts.
* Schedule automatic timing of releases for effectiveness and convenience.
* Provide subscription access to newly posted releases via Really Simple Syndication (RSS) .This provides another more immediate method, in which the journalist can receive company news.
* Post releases in real-time text format and PDF format for download.This provides both accessibility and convenience for journalists.
* Provide printable versions of releases that automatically combine content, contact information and logo upon printing.
* Post links to related articles on each release automatically.This expands the research matter for the journalist.
* Provide access to releases in foreign languages with the posting and storage of translated articles.
* Provide a keyword search module in all releases. According to journalists, the search module is one of the most important features of an online newsroom.
* Offer exclusive information. Create a...