Corporate Communication: A Guide to Theory and Practice by Joep P. Cornelissen

Author:Joep P. Cornelissen [Cornelissen, Joep P.]
Language: eng
Format: azw3
ISBN: 9781473904262
Publisher: SAGE Publications
Published: 2014-03-20T04:00:00+00:00

5. Online newsrooms. In order to connect different platforms and media content, corporate communication practitioners have also increasingly developed online newsrooms, as a dedicated part of the company’s website. These newsrooms are a one-stop shop for media relations; they typically include standard reports, speeches and press releases, but also tend to host dynamic content including videos, news feeds, widgets, podcasts and searchable archives of content. The general advantage of these newsrooms is that they provide journalists with information when they need it; they also help drive traffic to the company’s website. In addition, it allows the company to get its content out in a way that responds to the way in which journalists nowadays search for company information on the internet. To stimulate usage by journalists, the design of these newsroom sites needs to be user-friendly and easy to navigate. In addition, dynamic content including image libraries and videos significantly enhance the experience of using the site. A good example of a company that quite early on developed an online newsroom with dynamic content is The Body Shop. Case Study 8.1 below documents how the video releases hosted on the newsroom site helped the company announce and rationalize its take-over by L’Oréal.

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