A new survey shows corporate online newsrooms are underperforming, in part for lack of trying to meet evolving news media needs.
Traditional newsrooms are running with smaller staffs as newspapers and magazines try to convert or at least adapt to digital platforms. As a result, there is heightened interest by news reporters and editors in images, video and links they can use as part of stories. TV stations share in this interest as they seek to build strong web presences.
However, managers of corporate online newsrooms often fail to provide this kind of content, resulting in lost opportunities for more dominant coverage of their story pitches.
Sally Falkow, president of PRESSfeed, which conducted the survey, says 83 percent of journalists surveyed wanted images to accompany text. But only 38 percent of corporate online newsrooms included visual assets. The disconnect, Falkow told ragan.com, reflects a sluggish response by PR professionals to a more visually oriented news environment.