How to Create an Online Newsroom

Today’s online newsroom can be a high-value, low-cost springboard to corporate media coverage. According to a recent survey by The Bulldog Reporter, nearly 40% of journalists say it’s difficult to locate the information they need on corporate websites. It is exceedingly important to provide appropriate, easy-to-find information for journalists, customers, prospects and investors.

The annual TEKgroup online newsroom survey and the original Top Elements and Top Functions to Have in an online newsroom can be found at

Here are some ideas that can help you set up an online newsroom:


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    Identify the type of visitors you want to attract to your newsroom. This will determine the information you should provide. For example, journalists will need media contacts, news releases, and images. Investors may want company financial reports and industry overviews.
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    Make the newsroom easy to find. Use a professional to design your navigation so that search engines can easily find your site and link to and from locations on it.
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    Choose a URL that makes sense. Consider URLs such as,,, or
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    Identify essential items to include in the newsroom. Must-have materials include:
    • Contact info
      • Do not make this section a form. Offer direct contact information so journalists can reach your media contact quickly. List direct email, physical address, and phone number. Include your cell phone if your industry requires time-sensitive responses.
    • News releases
    • Articles and white papers
    • Corporate information ("About Us")
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    Offer as much information (both traditional and interactive) as you have available. Other sections to consider:
    • Resources
      • This could include analyst research and other appropriate links to relevant industry information
    • Awards
    • Calendar of upcoming events
      • Show any seminars or trade shows you're hosting or attending
    • Videos and podcasts
      • Podcasts are a great way to talk directly to your audience on timely industry topics
    • Specialized media kits for specific trade shows and events
    • "In the News"
      • This section would include links to your materials on third-party websites (an article in a trade publication, for example).
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    Label information clearly. Place material under distinct labels such as News Releases, Articles, White papers, and Podcasts. Don't lump information together. If you have various types of visitors, create different sections such as "For Journalists" and "For Investors."
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    Add a search feature. Some visitors may want to find information quickly through search. Make sure a search function is available that catalogs not only your written materials but your images, videos and podcasts, too. Adding a tag cloud is also a good way to help visitors search through your material.
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    Share. Share. Share. Use an AddThis tag to allow visitors to easily share your news through RSS feeds, Digg, MySpace, Facebook, and more.
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    Connect. Add feeds from your corporate blog and/or Twitter account to keep all your social media efforts connected.
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    Let journalists, investors, prospects and customers know your newsroom is available. When you send press releases include links to your newsroom and to the release and image downloads. Send an e-mail blast to your investors and customers letting them know this resource is available. Send a similar blast to your prospect database to invite them to visit for more information on your company.


  • Offer different file formats. Offer news releases, articles and other written resources as .doc and .pdf formats. Make images available for download in both high- and low-resolution .jpg files.


  • Do not require visitors to register for the newsroom. This will discourage the use of your news for publication. If you have sensitive material, put it in a separate section for registered users only (e.g. investor information).

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Categories: Business | Marketing