Chicago ,

A peek into KLM's social media newsroom

How PressPage’s newsroom technology not only increased traffic to KLM’s news pages, but also enhanced the publishing workflow; allowing the airliner to communicate faster, more efficiently and more cost effective.


The PressPage newsroom did more than just increase traffic to its news pages. The improved workflow is more efficient, speeding up the publication process considerably, and is more cost effective. “We went from 1.0 to 3.0.”

Three years ago, KLM’s communications team was growing increasingly discontent with the Content Management System (CMS) they were working with to publish news to their native newsroom. ‘The system was based on a corporate workflow with little flexibility, and we had to make use of third party methods to distribute our content’, says Lars van Straten, Corporate content manager at KLM. ‘The CMS was well suited for regular corporate communications, but fell short when something had to be published instantly.’

‘We could not publish content as quickly as we wanted to because press releases were placed in a queue’, Lars continues. ‘We wanted to work in a cost-efficient way with a better workflow. We wanted to increase our publishing speed and share content through our existing social media channels. I then took it upon myself to pursue being able to disseminate news when and where we wanted to.’

Lars van Straten, Corporate content manager at KLM
We took a huge step forward with PressPage. We went from a 1.0 to a 3.0 situation. It is truly 'publish as you speak'.
Lars van Straten, Corporate content manager at KLM

Better workflow thanks to PressPage
The introduction to PressPage’s platform, three years ago, proved to provide the solution KLM was looking for. Lars: ‘The big step forward meant going from a 1.0 to a 3.0 situation. With PressPage it’s “publish as you speak”. Within our new workflow, publishing press releases has become something numerous colleagues are able to do. We’re no longer dependent on third parties, everything is published directly in the newsroom and subsequently shared through our social media channels.’ Lars and his communications team are also excited about their collaboration with the PressPage team. ‘They are a great help, we really appreciate the personal contact and their professional drive. If there is an issue or room for improvement, PressPage picks up on this immediately. This way, we learn a lot from each other and keep each other focussed.’

Emergency situations
In case of emergency situations, it’s crucial to be able to quickly issue news releases, Lars explains.

Sébastien Willlems, Co-founder and COO at PressPage
In collaboration with KLM, we set up a special emergency newsroom, which can be switched on in a crisis situation; allowing significant spikes in traffic without any problems.
Sébastien Willlems, Co-founder and COO at PressPage

It’s the result that counts, and in this regard too, KLM is very pleased with PressPage. The use of the newsroom platform has provided the airliner with a growing number of visitors. ‘We’ve especially experienced a significant increase in the use of our RSS-feed’, Lars explains. ‘KLM hopes to continue this upward trend with continuous improvements to the newsroom. We’ve already made great progress with the look and feel and have gradually adjusted the newsroom to our needs. The reactions have been very positive.’

In looking for continuous improvements to the newsroom when it comes to functionality, usability and performance, Lars finds PressPage to be a valued partner.


PressPage provides a SaaS PR platform with additional services for creation of advanced social newsrooms, virtual press centers and online media hubs. It enables brands to publish and distribute rich content, and provides direct insights into the results. PressPage empowers PR professionals by adding efficiency and effectiveness to their daily work routine.

Oh and by the way... We believe KLM has a great YouTube channel. Here is a selection of three videos we believe show the innovation of the airliner:

photo:Tom Gubbins
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Tom Gubbins
Sales Director North America
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