{"id":1770,"date":"2023-12-18T10:15:00","date_gmt":"2023-12-18T10:15:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=1770"},"modified":"2025-01-13T11:39:29","modified_gmt":"2025-01-13T11:39:29","slug":"need-online-newsroom","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/need-online-newsroom\/","title":{"rendered":"What Is an Online Newsroom &#038; Why Do You Need One?"},"content":{"rendered":"\n<p>In today\u2019s digital era, where news breaks around the clock and <a href=\"http:\/\/statista.com\/topics\/1640\/news\/\">consumers rely mainly on the Internet<\/a> to keep up-to-date, <strong>your company needs an online newsroom to have a definitive, trustworthy source of company news for journalists<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Actually, with <a href=\"https:\/\/contently.com\/strategist\/2015\/04\/07\/25-stats-content-marketers-need-to-know-v2\/\">plenty of brands using online content<\/a> to engage their audience and earn credibility, it\u2019s not even about sharing your news with the media anymore. A PR content strategy that involves a company newsroom might be necessary to remain competitive.<\/p>\n\n\n\n<p><strong>Then, what is an online newsroom, and what exactly are its functions? <\/strong>Keep reading to find out.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"#definition\">What is an online newsroom - definition<\/a>\u00a0<\/strong><\/li>\n\n\n\n<li><strong><a href=\"#benefits\">Why have an online newsroom - functions &amp; benefits<\/a><\/strong><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"definition\"><br><strong>What is an online newsroom - definition&nbsp;<\/strong><\/h2>\n\n\n\n<p><strong>An online newsroom <\/strong>(also referred to as an online press room) is essentially<strong> a simple web page<\/strong> whose purpose is to feature all your press releases and company news in one place. Judging by the definition, an online newsroom might not seem like much\u2014but the benefits of company newsrooms can truly surprise you.&nbsp;<\/p>\n\n\n\n<p>Unlike actual media coverage, <strong>an online press room is where you completely control your own narrative and decide what to make public<\/strong>. It\u2019s also a go-to place for all journalists, influencers, potential &amp; existing customers, or even employees who want to see what your company has been up to.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s face it: journalists still need <a href=\"https:\/\/prowly.com\/magazine\/press-release-examples\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/press-release-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">press releases<\/a>, fact sheets, and other materials to research and develop a story. By providing easy online access to your media assets, you\u2019re making it easy for them to cover yours.&nbsp;<\/p>\n\n\n\n<p>Ultimately, the story doesn\u2019t even have to be about your company\u2014but there can still be a place for you in it. <a href=\"https:\/\/prowly.com\/magazine\/tips-tricks-for-how-to-build-a-better-online-newsroom\/\">A well-organized online newsroom<\/a> only increases the chances of that.&nbsp;<\/p>\n\n\n\n<p>\u2026And we haven\u2019t even started with the list of benefits yet.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"benefits\"><br><strong>Why have an online newsroom - functions &amp; benefits<\/strong><\/h2>\n\n\n\n<p>Many benefits and functions of online newsrooms speak for themselves. If you\u2019re not convinced, here\u2019s why you should have a company newsroom:&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><br>1. A company newsroom helps you draw media attention<\/strong><\/h3>\n\n\n\n<p>Probably the greatest newsroom function has to do with getting media attention. \u201cWe need to be thinking of newsrooms in terms of news hubs that act as a repository of sources, information, and industry trends,\u201d said once <a href=\"https:\/\/b2bprblog.marxcommunications.com\/b2bpr\/author\/wendy-marx\">Wendy Marx<\/a>, the president of B2B PR and marketing agency Marx Communications. \u201cWith journalists often under the gun and pressed for time, let\u2019s make their jobs easier, which in turn makes the chances of us getting ink that much greater.\u201d<\/p>\n\n\n\n<p>Need some data to back it up? Take a look at the<a href=\"https:\/\/www.tekgroup.com\/online-newsroom\/list-of-things-journalists-expect-in-online-newsroom.htm\"> Online Newsroom Survey Report<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>98% of journalists think it\u2019s somewhat important (15%), important (33%), or very important (49%) for a company or organization to have an online newsroom available to the press.<\/li>\n\n\n\n<li>98% of journalists say it\u2019s somewhat important (8%), important (34%), or very important (56%) for a company to provide access to news releases within their online newsroom.<\/li>\n\n\n\n<li>98% of journalists agreed the ability to search news archives within an online newsroom is somewhat important (10%), important (36%), or very important (52%) to their work. \u00a0<\/li>\n<\/ul>\n\n\n\n<p class=\"purplebox\"><strong>Protip: <\/strong>Make the journalists aware of your online newsroom and your content calendar. Ask your media contacts about the type of stories they\u2019re likely to cover, invite them to follow your company newsroom (or even subscribe to it), and take their feedback into account when planning your PR content.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"287\" src=\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/06\/Zrzut-ekranu-2020-11-2-o-17.25.00-1-1024x287.png\" alt=\"Access Ventures - Company newsroom\" class=\"wp-image-14732\" srcset=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/06\/Zrzut-ekranu-2020-11-2-o-17.25.00-1-1024x287.png 1024w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/06\/Zrzut-ekranu-2020-11-2-o-17.25.00-1-300x84.png 300w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/06\/Zrzut-ekranu-2020-11-2-o-17.25.00-1-768x215.png 768w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/06\/Zrzut-ekranu-2020-11-2-o-17.25.00-1-1536x431.png 1536w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/06\/Zrzut-ekranu-2020-11-2-o-17.25.00-1-2048x575.png 2048w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/06\/Zrzut-ekranu-2020-11-2-o-17.25.00-1.png 2880w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">A company newsroom example from Access Ventures created in Prowly<\/span><\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>2. An online newsroom helps you build brand awareness<\/strong><\/h3>\n\n\n\n<p>Your company newsroom can not only help you get media coverage but also build brand awareness in the process. If you keep your online newsroom up-to-date, you can easily show the public what you\u2019ve been up to and how you\u2019ve progressed.&nbsp;<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Protip:<\/strong> A build-it-and-forget-it attitude doesn\u2019t do the trick anymore. Be sure that your newsroom always has a few interesting pieces of information that journalists can use to write a great article about your brand, including eye-catching press releases, <a href=\"https:\/\/prowly.com\/magazine\/company-press-kit-examples\/\">a press kit<\/a>, and a detailed description of your company.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><br>3. With an online press room, you can gain your audience\u2019s trust<\/strong><\/h3>\n\n\n\n<p>Another one of the online newsroom benefits is that it\u2019s not only meant for journalists. Employees, investors, and consumers also use press rooms to research your company. \u201cNewsrooms, in some ways, are simply a natural evolution of social media\u201d \u2013 said Carmen D\u2019Ascendis, director of global marketing at Jack Daniel\u2019s.&nbsp;<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Protip: <\/strong>Since over<a href=\"https:\/\/prowly.com\/magazine\/2015\/12\/15\/why-content-marketing\/\"> 70% of your consumers want interesting content that brings them closer to the brand<\/a> and 80% prefer to familiarize themselves with a brand via an article instead of an ad, you can win some serious points with your audience when publishing interesting stories or sharing your social media posts through your online newsroom.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"554\" src=\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/06\/Ashley-May-Press-Hub-1-1024x554.png\" alt=\"Ashley May - online newsroom\" class=\"wp-image-14734\" srcset=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/06\/Ashley-May-Press-Hub-1-1024x554.png 1024w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/06\/Ashley-May-Press-Hub-1-300x162.png 300w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/06\/Ashley-May-Press-Hub-1-768x415.png 768w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/06\/Ashley-May-Press-Hub-1.png 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">A social media feed from Ashley May\u2019s online newsroom created in Prowly<\/span><\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><br>4. <strong>An online newsroom gives you more web traffic &amp; more engagement<\/strong><\/h3>\n\n\n\n<p>An increase in traffic from the press room to your company website is definitely one of the online newsroom functions (if you take care of its Search Engine Optimization first, that is). In fact, well-optimized press materials allow you to&nbsp;reach a wider audience and attract journalists who are searching for news, experts, and events to cover.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s another benefit: <a href=\"https:\/\/www.nielsen.com\/wp-content\/uploads\/sites\/3\/2019\/04\/global-trust-in-advertising-report-sept-2015-1.pdf\">58% of consumers<\/a> trust editorial content.&nbsp;Let\u2019s take a look at Reebok\u2019s online newsroom, particularly at their<a href=\"https:\/\/www.youtube.com\/watch?v=b3P8ivgIVbI\"> Wine Workout<\/a> content centered on a millennial mom, April Storey, who showed how people could exercise with household items, like wine bottles.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"New Wine Wednesday Workout\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/b3P8ivgIVbI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Reebok\u2019s posts saw tremendous success on social media.<a href=\"http:\/\/www.refinery29.com\/2016\/02\/104011\/reebok-wine-workout-april-storey\"> Refinery29 picked up the story<\/a>, and the above Instagram post saw 7500 likes and 1400 comments. Reebok further boosted their engagement by utilizing the Wine Wednesday trend that\u2019s big on social media. On YouTube, for example, it had nearly 25 K views. Reebok\u2019s partnership with Storey came after her #WineWorkout video went viral with 19m views.<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Protip: <\/strong>Determine the value you\u2019re delivering to your audience and let it shine through your company newsroom.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>5. <strong>A company newsroom can save you time &amp; money<\/strong><\/h3>\n\n\n\n<p>Still not sure why you need a company newsroom? Consider that you can treat it as your information management system, investor relations HQ, a <a href=\"https:\/\/prowly.com\/magazine\/pr-crisis-management\/\" data-type=\"URL\" target=\"_blank\" rel=\"noreferrer noopener\">crisis management<\/a> communication center\u2026.You name it.&nbsp;<br><br>Now, this won\u2019t happen overnight, but once the hard work is done, you will be able to quickly provide all necessary press materials to journalists, editors, and anyone else who\u2019s interested. This saves you a lot of time when managing media relations. <em>Speaking of\u2014<\/em><a href=\"https:\/\/prowly.com\/magazine\/make-the-most-of-prowly\/\"><em>check out how you can manage media relations with Prowly<\/em><\/a><em>.<\/em><\/p>\n\n\n\n<p class=\"purplebox\"><strong>Protip:<\/strong> Don\u2019t forget to analyze and <a href=\"https:\/\/prowly.com\/magazine\/measure-pr-campaign\/\">measure the impact<\/a> of your content. Track your visits and <a href=\"https:\/\/prowly.com\/magazine\/brand-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">engagement<\/a>, monitor its performance across social, and make sure you keep improving.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"let-your-company-benefit-from-an-online-newsroom\"><strong><br>Let your company benefit from an online newsroom<\/strong>&nbsp;<\/h2>\n\n\n\n<p>With the purpose and functions of an online newsroom crystal clear, it should be easier for you to start creating your own company press room. If you still need some guidance, check out our simple <a href=\"https:\/\/prowly.com\/magazine\/tips-tricks-for-how-to-build-a-better-online-newsroom\/\">guide to building a newsroom from scratch<\/a>. And, of course\u2026<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/\" data-wpel-link=\"external\" rel=\"external noopener noreferrer\">TRY PROWLY FOR FREE<\/a><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2021\/08\/Prowly-PR-Software-Online-Newsrooms-1-1-1024x536.png\" alt=\"Examples of online newsrooms created with Prowly\" class=\"wp-image-16786\" srcset=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2021\/08\/Prowly-PR-Software-Online-Newsrooms-1-1-1024x536.png 1024w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2021\/08\/Prowly-PR-Software-Online-Newsrooms-1-1-300x157.png 300w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2021\/08\/Prowly-PR-Software-Online-Newsrooms-1-1-768x402.png 768w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2021\/08\/Prowly-PR-Software-Online-Newsrooms-1-1-1536x804.png 1536w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2021\/08\/Prowly-PR-Software-Online-Newsrooms-1-1-2048x1072.png 2048w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2021\/08\/Prowly-PR-Software-Online-Newsrooms-1-1.png 2401w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>In today\u2019s digital era, where news breaks around the clock as millions of people share news stories on social media, and the best brands use the power of journalism to create their own content \u2013 your organization needs an online newsroom to remain competitive.<\/p>\n","protected":false},"author":229,"featured_media":37844,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[360],"tags":[31,20,99,26],"class_list":["post-1770","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-newsroom","tag-newsroom","tag-pr","tag-software","tag-trends"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Is an Online Newsroom &amp; Why Do You Need One?<\/title>\n<meta name=\"description\" content=\"Unlike actual media coverage, an online newsroom is where you completely control your own narrative. 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Here&#039;s what a press room is, and why you need one.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/prowly.com\/magazine\/need-online-newsroom\/\" \/>\n<meta property=\"og:site_name\" content=\"Prowly\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/prowly\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-12-18T10:15:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-13T11:39:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/04\/ipad-820272_1280-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"853\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Edyta Kowal\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@edyta_kowal\" \/>\n<meta name=\"twitter:site\" content=\"@Prowly_com\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Edyta Kowal\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/need-online-newsroom\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/need-online-newsroom\\\/\"},\"author\":{\"name\":\"Edyta Kowal\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#\\\/schema\\\/person\\\/ea29bf1db201b2142fbbffe6fe5cfc28\"},\"headline\":\"What Is an Online Newsroom &#038; Why Do You Need One?\",\"datePublished\":\"2023-12-18T10:15:00+00:00\",\"dateModified\":\"2025-01-13T11:39:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/need-online-newsroom\\\/\"},\"wordCount\":1218,\"publisher\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/need-online-newsroom\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/wp-content\\\/uploads\\\/2016\\\/04\\\/ipad-820272_1280-1.jpg\",\"keywords\":[\"newsroom\",\"PR\",\"software\",\"trends\"],\"articleSection\":[\"Online Newsroom\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/need-online-newsroom\\\/\",\"url\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/need-online-newsroom\\\/\",\"name\":\"What Is an Online Newsroom & Why Do You Need One?\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/need-online-newsroom\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/need-online-newsroom\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/wp-content\\\/uploads\\\/2016\\\/04\\\/ipad-820272_1280-1.jpg\",\"datePublished\":\"2023-12-18T10:15:00+00:00\",\"dateModified\":\"2025-01-13T11:39:29+00:00\",\"description\":\"Unlike actual media coverage, an online newsroom is where you completely control your own narrative. 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