Building a website is no longer a daunting, bank account-busting undertaking. Creating online newsrooms can be even easier still.
An online newsroom is a website, but without all the bells and whistles that many websites need to have. Online newsrooms economically package online content much like a media operation would for easy viewer access.
Online newsrooms were originally conceived as convenient outlets to share content with the news media. As time went on, they morphed into neatly packaged online tools to share content with anybody.
In the public affairs space, online newsrooms typically serve as hubs for useful background materials and news updates on big-time policy issues or large public projects. They become case exhibits for transparency, making relevant information, links, presentations, pictures, videos, blogs, a Twitter feed and news updates readily accessible.
Unlike websites, which can require group decision-making and some coding expertise to change, online newsrooms are posted using off-the-shelf platforms that are easy and inexpensive to update or modify.
What you can put on an online newsroom is only limited by your imagination. But the key is the same as for websites – understanding and delivering what your likely viewers want to see.
Building a quality online newsroom involves the same process of assessing the interests and information needs of your anticipated or desired viewer persona. In the case of public affairs, the viewer isn’t a customer, but a reporter, supporter, opponent or influencer.
The questions to answer include: What would be of use to news reporters? What would proponents of an issue or project want? What would address concerns or questions by opponents? What would be useful for an influencer to know and how can that information be validated?
The simplicity and nimbleness of online newsrooms make it easy to adjust to unanticipated support or opposition or capitalize on an event that sheds light on your issue or project.
Like anything described with the word “newsroom,” online newsrooms need to adhere to basic journalistic integrity. They should be written in AP Style, like news articles. They should provide information with a point of view, without being in-your-face opinionated. They should reason not rant. They should contain content that is useful and possibly even a little entertaining rather than dull, boring soapbox speeches.
One of the great benefits of digital media is its shareability. Online newsrooms act like publishing houses and broadcast outlets in allowing you to share information focused on a specific issue or project and curated specifically for the audiences interested in them.
When you think about it, the information you share with the news media is the information you would like your audiences to know. Online newsrooms are an efficient, cost-effective way to speak to everyone in one place while earning respect from supporters and detractors alike.
Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at firstname.lastname@example.org and you can follow him on Twitter at @GaryConkling.