Five Easy Tips for Maintaining Your Online PR Newsroom


An online PR newsroom is an essential tool to have for spreading your company’s message. Journalists today turn first to your website for the latest news about your company, products, and services. To maximize your media exposure, enhance search engine optimization, and position yourself as a thought leader, you must keep your online newsroom updated with the latest information about your company’s news. Here are five tips for making your online newsroom the go-to place for information about your company.

1. Digitize Your Content

Instead of printing up thousands of press kits for your trade show appearance or product launch, use that money to invest in creating digital assets such as social media press releases and multimedia galleries that can be viewed by thousands of people, distributed via email alerts, and is a great set of content for search engine optimization.In addition to saving money, it will be easier to repurpose the content in the future for your online newsroom.

2. Mix up the Distribution

While it is customary to send information about your company over the wire such as PR Newswire, PR Web or BusinessWire, consider reinvesting that time and effort into creating content for your online newsroom and sending out notifications to interested parties when you post updates. According to a recent online newsroom survey, almost 100% of journalists stated they preferred to receive email notifications for story pitches and breaking news. In addition to being environmentally friendly, distributing information through an email list, Twitter, Facebook, and other social media tools improves SEO and saves money.

3. Tap Internal Departments for Content

Be the company reporter and find other stories within the company! Approach other departments in your organization for news content that you can repurpose for the online newsroom. Better yet, allow them access to the newsroom so they can post updates. It goes without saying that you will have to put policies in place regarding what is acceptable content. However, this will take some of the pressure off of you.

4. Inspire Journalists with Cool Infographics and stats

Data visualization,  infographics and stats are always good inspiration to journalists. Always looking for good stories, but don’t always have the time to read everything;  you can help them by visually suggesting pieces they can write on your industry. This will improve your image as a thought leader and earn you well-deserved press about your company’s activities.

5. Have Users Generate Content for You

The best content you can get is from satisfied customers and happy users. Ask happy clients for testimonials, product use stories, and satisfaction stories to add to the newsroom. You can also assign staff to curate photos, videos, and other user-generated content to create a customer-focused culture on your site.

Does your online newsroom need a makeover? Reach out to sources such as TekGroup for end to end online newsroom software solution delivering newsrooms for big brands Ford and Starbucks. Want to do it yourself, check out some of these online newsrooms for inspiration.


  1. Thanks this was a good article with some really strong points that got me thinking! I know how important social media is, but this article really put into perspective how much distribution can be done online! Which is great, it’s convenient and green. I am going to attempt to do more distribution on the internet.

    Do you have any tips on how to create your own inforgraphics?

  2. I like how you brought up infographics, some people that have been in the industry for a while have stated that this is the end of infographics. I think they won’t be as strong as they were but they will always be around.


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