"We needed a digital window towards the world. Having a digital newsroom that you can use as a hub where journalists can get images and content was crucial for us to orchestrate a strong media outreach."
A social media newsroom that strengthens outreach
VELUX needed a digital newsroom with the potential to work as a content hub where journalists
could find press releases, images, and videos, but that also had a good integration with social
media channels, as they anticipated the disciplines would merge much more.
The PressPage platform helped incorporate two central goals for the press department: media relations and increasing outreach via social media. The platform’s integration with social media has strengthened the Group’s reach, allowing them to turn their newsroom into a place from where they can launch content and bring traffic back to one single location. For Kathrine Westermann, “the newsroom is so much more in sync with how you do outreach today[…] It allows us to communicate on many channels, it’s a big plus.”
A coherent global PR strategy
It started with just one newsroom for their corporate headquarters. Today, VELUX runs 14 individual newsrooms across Europe and North America using PressPage. Each national team manages its content, whilst maintaining a consistent brand message across each newsroom. Westermann explains “the newsroom reflects our brand and is completely in line with our corporate identity, our corporate website, and our national marketing sites.”
“For us, PressPage is a partner, not a vendor. It is not just about having a great media center, but it is also about good support in the roll-out of the newsroom and a high level of service”.
Flexible and easy to use
For Westermann and Suhr, it was the platform’s flexibility and ease of use that made a big
difference. Their old content management system was unnecessarily complex, the team had to send
press releases to an external vendor to publish on their behalf. Using PressPage gave the media
relations team full editorial power and the ability to decide over the content flow. They can edit
releases in the newsroom instantly at any moment, without external dependencies.
The editorial freedom also extends to analytics – the VELUX Group PR team no longer needs to dive into Google Analytics to get an idea of their content’s traction. Using an easy-to-understand Statistics module in PressPage, the VELUX team is able to gain insights which they can later use to optimize their content.
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