A newsroom is indispensable in modern communications
Interview with Juriaan Vergouw, senior consultant digital and social media at Porter Novelli.
The contemporary attention economy requires contemporary communications. Organizations need to remain relevant and facilitate their target audience in the best way possible. ‘It is far too expensive and time-consuming to manage the technology yourself’, says Juriaan Vergouw, senior consultant digital media at Porter Novelli.
Vergouw is convinced a social media newsroom is indispensable in a modern organization’s communication strategy. ‘It is a platform for all content, and also provides the necessary context to create more impact’, Vergouw explains. ‘In the past you’d send a press release and be done. A newsroom allows you to extensively enrich your content and link it to all your other publications.’ It provides readers with a one stop shopping experience for news regarding a certain subject. ‘Furthermore, the integration with social media channels hugely helps to distribute publications and bring in readers.’
It is a platform for all content, and also provides the necessary context to create more impact. In the past you’d send a press release and be done. A newsroom allows you to extensively enrich your content and link it to all your other publications.
Hard news is not enough
Vergouw knows that organizations usually have a lot more news than they’re sharing. ‘A lot of companies only go public with hard news. We tell our customers that’s not enough. Their target audience is also interested in lighthearted news and case studies. What does your CSR policy look like, for example? Who’s behind those initials on Twitter? Stories like these give a face to your organization and respond to the need of clients to constantly stay abreast of the latest developments.’
Face of the organization
Vergouw and his colleagues often make use of their own newsroom. ‘We publish news about our company, our products, our staff and awards.’ By doing this, Porter Novelli gives its own organization a face. ‘By writing about a case in the US, we can show what our network has to offer. We also like to bring our own staff into the limelight. This adds value and further facilitates our readers, by letting them know which experts to reach out to regarding specific subjects.’
Too expensive and time-consuming
It is possible, of course, to simply add a news page to your website without an purpose-built newsroom. But Vergouw doesn’t recommend this approach. ‘Most organizations are not acquainted with the latest developments surrounding social media’, he says. ‘With a purpose-built newsroom, your technology is constantly kept up to date, the know-how is outsourced. To automatically be kept up to speed with the latest features in a cost-attractive way is comforting and alleviates a lot of stress. It is far too expensive and time-consuming to manage this all yourself.’
Manage your reputation
A newsroom enables an organization to stay in control of their own content, says Vergouw. ‘Journalists of today don’t ask for news anymore, they look for it themselves’, he explains. ‘A newsroom enables you to fully facilitate your readers. This saves you a lot of phone calls and emails and allows you to manage your reputation. We can’t fully control what people read about us anymore, but a newsroom does make it possible to steer publications in the right direction.’
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