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In the modern landscape, you are not just a business owner. You are a publisher too, and a storyteller, harnessing text, photographs, infographics, videos, and more as you build compelling narratives.
Your newsroom is key to this. This is your online media resource centre, where journalists and bloggers can access the content you produce and bring it to a large and diverse audience.
By creating an efficient and effective newsroom, you are safeguarding your media strategies for the future. Building this newsroom is about understanding the fundamentals of business communication and developing a resource which will work for your business, and for your audience.
But how do you achieve this? After all, with so many voices clamouring for attention, it can be easy to get lost in the crowd. We have compiled five easy tips for boosting audience, client, and employee engagement, and for getting your voice heard. Read on to discover more.
Journalists are busy people and media organisations are frantic hives of activity as personnel rush to be the first to break the biggest stories. This means it can be difficult to get your voice heard above all the hubbub. Difficult, yes, but by no means impossible.
A simple method you can use to increase your chances is by making life easy for bloggers, content producers, and writers to get their hands on your output. Make sure your newsroom is streamlined and easily accessible.
Focus on effective communication. This means breaking down information into digestible chunks with subheadings and titles to make navigating the information easy. Provide contact information for quotes and sources for quick and simple verification. This dramatically increases your chances of a story being picked up.
One problem many organisations face when they try to connect with journalists and bloggers is keeping their 'business hat' on. They try to pack promotional and sales-driven information into their output, publishing details only of interest to company insiders.
While it would be great if a journalist or blogger picked up a story like this, it is unlikely. Instead, try to consider the aims and angles which the writer or content producer is going for. Try to consider what they can use from your story and what they want to achieve.
You can also think about how the story will be presented. By adding the right quotes and the right details, and by breaking these details down into manageable chunks, you are making it much easier for a journalist to craft a story that people are actually going to want to read or view.
While evergreen content is great, it is the latest news which really sets pulses racing. This is why you need to be updating all the time, putting out the latest pieces and press releases in a bid to maintain the momentum and profile of your organisation. Remember to keep in mind the newsworthiness of the pieces you publish, putting yourself in the shoes of the journalist and consider what their audience is going to engage with.
There is another reason for doing this. Journalists and bloggers will have no interest in your newsroom if your updates are few and far between. They will view your output as sparse, unprofessional, and of little worth to their readers. It is up to you to cultivate the attention you seek and to make sure that you stay relevant.
It might not be enough to simply whip up a nice press release and host it in your newsroom, even if the press release is a masterpiece of media and business communication. This is because journalists are in search of unique angles they can cover. They do not want to simply trot out the same content as everyone else.
Adopt a comprehensive approach to your output. Use blog posts and other channels to add additional details and to cover additional angles. This will help journalists to build a more compelling narrative around the content you create. It will make the story far more effective when it is eventually picked up and published.
With a rich array of angles provided to journalists and bloggers, this will also make you a more attractive proposition to these media influencers and outlets. This, in turn, will help you to get your content picked up and turned into news.
The modern media experience is a diverse one, with audio, video, and other visual communication elements now equally as important as the written word. This makes it a great idea to include these kinds of elements in your content as you strive to make connections with influential media outlets.
You can also deploy video conferencing capabilities to hold engaging interviews with journalists and bloggers as they develop your content into newsworthy stories and pieces. The aim here is to make your offerings as accessible as possible to the people and outlets who are going to take them to the next level.
Want to learn more about how to optimise your newsroom for connecting with the right journalists and bloggers? Are you interested in how videos calls and conferencing can positively impact your business? Express Virtual Meetings can provide you with what you need.