Imagine you are the Denver Broncos and just signed legendary quarterback Peyton Manning to lead the team back to victory lane. This is big stuff, but not apparently as big as luring a new conditioning coach.
As a Denver Broncos fan (I saw the team's first home game in 1960), the signing of Manning nearly rivals the arrival of John Elway in 1983, which led to two Super Bowl victories. So it is curious why the Broncos online media room is so quiescent.
The main reason is, nobody apparently has bothered to update the site since January, when Luke Richesson came on board as conditioning coach and Elway was still talking about tutoring then first-string quarterback Tim Tebow.
"I think Tim has earned the right to be the starting quarterback going into training camp next year," Elway is quoted as saying in January in the Quotes section of the online media room. Of course, Elway traded Tebow to the New York Jets almost immediately after he signed Manning on March 20.
It doesn't require signing a sports legend and former Most Valuable Player to prompt refreshing your online media room. As the great Green Bay Packers Coach Vince Lombardi implored his players upon scoring a touchdown, "Look like you've been there before."
Here are some simple tips for keeping your online media room fresh:
• Create an online media room, if you don't already have one, so you can push out information — press releases, quotes, background information, stats and videos — while it is current.
• Think about your online newsroom as a strategic asset — it's your own personal printing press and TV station.
• Include additions to your online newsroom in your strategic communications plan, which should be under constant review.
• Use an editorial calendar to ensure no stone is left untouched in covering yourself.
Denver Broncos fans went nuts when they learned Manning was coming to town. But they never would have known if they relied on the Broncos online media room for the news.