Marketing Juice: Digital + Social Strategy

John Peterson
Twitter = @JackPeterson

Over 14 years of Hi-Tech industry experience. Digital Marketing & OPS Director (current). I hold a B.A. in Economics & Marketing from UC-San Diego, and UC-Santa Cruz, respectively. I have worked with a long list of companies that include: Apple, AMD, ARCintuition, CNET, Dell, HP, Hitachi, IBM, Intel, Lenovo, Microsoft, Nvidia, Samsung, Seagate, Sony, Toshiba, VIA, ZDnet.

Disclaimer: This is my personal blog. The views expressed on these pages are mine alone and not those of my employer.
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With the advancement of internet technology and the increase adoption of bandwidth around the world, the new PR/media relations professional has to make sure to embrace the new web 3.0 platform. Setting up an online newsroom for your company is essential for a few reasons:

1. It’s going to be the main source of credible information about your company, especially when journalists, analysts, and customers are researching at all hours or use your online news center to obtain breaking news.
2. The newsroom is also a great way to maintain control of brand communication (much better for a journalist to receive info straight from the brand rather than another source).
3. Newsrooms can also save in costs associated with sending out media kits or informational product DVD’s. All Media kit information can be converted into PDF format and posted in the newsroom as well as DVD converted into video format.

Most journalists expect to see the basic elements included in your newsroom. Basic elements include:

- Contact info for your main PR contact. Basic facts about the company. Executive bio section. Company’s point of view on its industry. Access to financial information, quarterly newscast of earnings. Easy downloadable images for stories. Images and logos should be in 72 dpi for web usage and hi-res 300 dpi files for print publications. Searchable news release archives. Product information.

Online newsrooms in this web 3.0 world range from the basics to the more advanced media centers with searchable databases, video presentations, and podcasts. These interactive newsrooms can contain blogs, RSS feeds, and SMR (Social Media News Releases). When sending out PR email alerts to journalists, it’s always good practice to put link backs to the online newsroom. Targeted messages using RSS feeds are also great for wireless devices like smart phones.

Other online newsroom features you will want to include are E-press kits. E-press kits include targeted news releases, images, statements and related content. Also include the ability for a journalist to sign up for email “media alerts.” If you really would like to cater to your journalists and media personal, include personal folders in the newsrooms with a password protected area to store information they’ve researched and want to archive for future use. Add special icons to into the press releases or other collateral that will enable the journalists with a simple click to add to their folder.

Break the newsroom into a corporate and consumer section. The consumer section should include news and info on customer satisfaction, feedback, e-commerce, marketing, safety, and service. As you build your online interactive newsroom keep the following in mind:

- Your brand’s newsroom will be a main source of credible information as journalist’s research story ideas or analysts looking for financial information.

- Understand the basics of your online newsroom before enhancing it. Add features and functions slowly. Keep in mind that most journalists today that access your newsroom are technologically savvy. Don’t be afraid to add advance features.

- Always post fresh content everyday (blogs are a good example). Fresh content will have journalists returning to your newsroom to check out the latest news and information.

- Build your newsroom in phases starting out with the basics. A second phase can include features such as RSS, podcasts, video. A third phase you can add blogs, tags, social bookmarking sites and even a technorati or Twitter searches to check out all the chatter on a topic in the blogosphere or social media platforms.