Give Your Corporate News Room a Jolt

Are you locking away valuable corporate news? Set it free!

Are you locking away valuable corporate news? Set it free!

Most companies are guilty of having terrible news rooms on their web sites.  They are clunky, poorly maintained, impersonal and, worst of all, impossible to navigate.

For example, why do most companies archive news releases in chronological order by year?  Mind you: these are news releases that companies have paid thousands of dollars to have written and distributed.  This is news that is valuable to their customers, employees, shareholders, investors and, yes, even the media.

Do they really think that potential customers are going to remember the date their news was originally distributed?  Even has far back as a year, five years or even 10 years?

Lets face a hard reality: if you’re archiving news releases by date you might as well be locking it into a safe and throwing away the combination.

Why not set that information free?

Here’s a simple solution.  Tag press releases with keywords.  Then store them under the tag categories (or use a tag cloud).   When a potential customer clicks on the “partnerships” keyword then all of your news related to your company’s partnerships – be it with Microsoft, Apple, General Motors or – is right at their fingertips.  Now your potential customer has the news they are looking for.

This is what happens when you convert your old, useless and terribly limited media room into a social media enabled Online News Room.

It’s no secret that the social web is here.  There are more than 200 million people using Facebook.  The fastest growing site on the social web is Twitter.  People want to get their information through RSS feeds or delivered to their mobile devices.  They want their content dynamic – through video and audio.  They also want to share it, use it and comment on it.

So why do most companies still provide a clunky, Web 1.0 experience on their News Rooms?

2 Responses to “Give Your Corporate News Room a Jolt”

  1. How many times have you seen embedded YouTube videos on sites other than YouTube? This is a prime example of people wanting extensible and re-usable content in multiple forms. If you take the time to write, re-write, and edit copy for a “1.0” press release, why not re-purpose that text into an audio track for a podcast? A talk track for a slide deck? a guideline for a short video? This way, the message can be spread much farther.

  2. Hi Alan:
    I agree wholeheartedly, but it’s not so easy for most marketing/communications departments to convert the 1.0 press release into Web 2.0 formats. They lack the know-how and expertise (and probably the tools). The good news, however, is that with the right guidance, counsel, education and training, they can build social media into their current programs.

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