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3rd August 2017

13 Ways Your Online Newsroom Can Earn Media Coverage

Media. Text NEWS on screen of laptop, tablet, pv and phone. 3d

Every business – large or small – can benefit from media coverage.  Imagine having your company or expert quoted on the news or featured in top tier publications like Forbes and Fast Company.

The good news is that the media is looking for good content and the Internet has made the demand for fresh content greater than ever.  The bad news is that the pool of journalists is shrinking fast.  Every year we read about more layoffs in major media newsrooms. There are fewer than half the journalists working in media newsrooms today than there were twenty years ago.

Yes, there are new digital media outlets now, and many of those laid-off journalists are freelancing for big news sites and magazines, but the job of pitching reporters and assignment editors is getting tougher.

How Digital Innovation has Changed News Habits

Social media, messaging apps, texts and email provide us with a constant stream of news.  We see items posted by close friends and family and stories from people we follow. Most often we see this news on a screen.  Twenty years ago only 12 percent of American got their news online.  Today that number is 81 percent. 62 percent get news from social media – that number goes up to 84 percent for 18 – 29 year-olds. 72 percent get their news on a mobile device. (Source: Pew Research Center)

Why is this important?  Reporters and editors know that there is this constant demand for news and they too are looking online to find sources ad interesting stories to report.  Your news content has to be available online and easy to use and share.

How Journalists Research a Story

The first thing a journalist does when starting a story is look for sources to interview or quote.  How do they do this? The old rolodex of trusted sources has been replaced by Google search, a Twitter bio search, LinkedIn and services like HARO.  The social media most valuable to journalists is Twitter.  (Source: MuckRack 2017 survey)

83 percent of journalists surveyed say they visit the online newsrooms of both large and small companies on a regular basis when researching a story.  They expect all companies to have a content hub that houses news, financial information, images and video.

What are journalists expecting to find in a company newsroom?  Everything they need. They want

  • Press releases
  • Blogposts
  • Social media content
  • Company and product fact sheets
  • Story ideas
  • History of the organization
  • An expert data base (with video interviews)
  • An image gallery
  • A video gallery
  • Financial information.
  • PR contact details

They want all content categorized and an RSS feed for each category.

Journalists today are under pressure.  The days of a 24-hour news cycle are long gone.  Every minute of every day is now a deadline. Many of the news outlets no longer have specialized beat reporters, so the people who are there have to cover more than one topic.  And in many cases, they’re expected to supply images and video with their story too.

10 Ways Your Newsroom Can Increase Media Coverage

The vast majority of brand newsrooms look like the one on thetop – text only and no visual assets.

Grey newsroom


PF newsroom new layout







































The one on the bottom has all the features a journalist looks for:

1.  Search Engine Optimization:

Most journalists start researching a story with a Google search.  If your newsroom has all the content required, and that content is optimized for the keywords and topics you have experts in, you have a much better chance of being found when they start their research.

If you are in the business of retirement planning you’d want to stock your newsroom with press releases, educational articles, blog posts and videos on that subject. Make sure that each piece of written content has an original image with it. Google rewards original images with higher ranking.

2.  Site Search

Reporters and bloggers might not see what they’re looking for right away.  You must have a custom site search on your newsroom so that they can look for the content they want.

3.  Expert Database:

List all your experts in a searchable database.  Journalists are looking for experts, yet only 13% of the Fortune 200 – 500 have an expert database in their newsroom.

Add a bio and a short video of the expert talking about the area of interest and expertise. A large concern may have many experts, but a smaller business may only have one or two. Even so, you need to have them listed in your newsroom.  (Add their LinkedIn Profile link to their page and work with each expert to fill out their LinkedIn Profiles and Twitter bios so they can found in a direct social media search too.)

4.  Image Gallery:

Media outlets know that visuals attract more viewers and keep people on a story longer.  These are vital statistics for any media outlet. Yet they are short of resources to produce good original images.

95 percent of journalists surveyed in 2017 said images are important and 61 percent regard them as very important.  Only 22% of the Fortune 200 – 500 have an image gallery in the newsroom.

This is a huge opportunity to increase your media coverage. Provide great images that extend and enhance the story.  Just adding a stock photo so that you have an image with your story won’t do the trick.

Learn to tell stories visually. Become visually literate. Take a class in photography. Read The Art of iPhone Photography. Take great shots and make interesting images using Photoshop or easy-to-use apps like Canva. Always add the download URL or embed code for the image, so that a journalist or blogger can use it immediately.

5. Video Gallery:

Now that it’s possible to take and edit videos on your mobile device, everyone can make interesting videos.  Again, make the video tell the story, don’t just do “talking heads.”  Take a look at the Intercontinental Hotels concierge videos. Watch how the news does a segment.  Start with the visual story concept, script your video, create a story board, shoot and edit. 21% of the Fortune 200 – 500 companies in the US have a video gallery in their newsroom.

6. Press Releases:

Don’t wait for a momentous occasion to write a release.  Find the stories in your organization.  Write regular releases, optimize them for search and post them in your newsroom.  Make sure that every release has your media contact’s name and telephone number on it.

7. Industry articles by Experts

Follow the industry news and have your experts write articles about current events and commentary on issues.  Optimize these articles for search.

8. Story Ideas:

No-one knows your business like you do.  Create a section of your newsroom with story ideas that might pique the interest of the media. Link to the assets and information they can use to write each story.

9. Featured Content:

Have one major story and/or video at the top of your newsroom.  If there is a trending news tie-in, put that in the featured section and make sure that it has all the visual assets needed.

10. Social Media:

There are two parts to this – one is to make it easy to find your brand’s social accounts and the other is to put social sharing buttons on every page and story.  Make it dead simple for a visitor to share the content with their friends and followers. Tips:  Make the links to your social accounts open in a new window.  Make sure that every expert’s Linkedin profile and Twitter bio is optimized for search.

11. Tags:

Add the ability to tag each item of content with keywords. It helps for search visibility and it helps journalists to find the content they’re looking for in your newsroom.

12. Categorized Content:

It’s so much easier for a journalist to see categories of release, articles and images than have to wade through everything to find what they’re interested in

13. RSS feeds:

The general public may no longer be using RSS feeds, but journalists still rely on feeds to get content and find and organize their research.  Add a feed to every category of content. It pays dividends.

 How to Use the Newsroom

A good online newsroom that acts as a content hub is a valuable resource for the media.

As soon as you have the newsroom live and populated with good content, send a short email invitation to all the journalists and influencers on your media wish-list to let them know it’s there. Tell them you have multimedia galleries and RSS feeds on categorized content.

Put all the material related to a story you plan to pitch in the newsroom and send a short, relevant pitch to the reporters with a link to the supporting material in your newsroom.

That way you meet their preference for a short email and still offer them access to all the assets that could be used for the story.  They can visit the newsroom and browse the material while researching.

These 13 tips can take your online newsroom from a useless “press release graveyard” to a vibrant online resource that earns you valuable media coverage.

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13th August 2015

Online Newsrooms are the Perfect Panda Fodder

Google Panda & Newsrooms Webinar


After much speculation amongst Search experts about a Google update underway, Google has confirmed their suspicions.  There is indeed a new Panda 4,2 algorithm update rolling out.  Panda updates have always been about the quality of the content.  The first one was implemented in 2011.  Since then there have been some minor tweaks and updates.  But this is the first time there has been a major new Panda update, says Google.

So what is this new Panda update all about?  The quality of the content. Google said that while Panda is a site-wide action, it might not affect all pages within a site the same way. Some pages might suffer more than others.  And some, if they comply with the new Panda content rules, might do better than others.

Join us on August 26, 2015 at 10:00 am PT and 1:00 pm ET

Learn what the Panda update requirements for content are and why your newsroom could just be the perfect vehicle to take advantage of this major update and earn much better search visibility.



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11th August 2015

Why Fast-growing Companies Need Press Coverage

man drawing schedule of business growth

Every year the fastest-growing companies in the US are named on the Inc. 5000 list.  It honors private companies of all sizes and making the list is a unique opportunity to receive national recognition.  The companies are chosen by how fast they grew over a three-year period.

So what are the factors that can contribute to rapid revenue growth?

According to Paul Graham of Y Combinator, “to grow rapidly you need to make something you can sell to a big market. That’s the difference between Google and a barbershop. A barbershop doesn’t scale.”

For a company to grow really big, it must:

  • Make something lots of people want
  • Reach and serve all those people.

So this is like the problem with that old saying – if you invent a better mousetrap people will beat a path to your door.  For that statement to be true certain things have to be in place:

  • A large number of people want a better mousetrap
  • They know you have it
  • They know where the door is

That depends on the reach part of Graham’s explanation.  You have to have something lots of people want and you have to reach those people and let them know you have it.

Enter PR.  And working with the media.

The media is interested in innovation.  They will cover stories about a new product that lots of people want. Editorial coverage of your product or service is the perfect way to reach a large audience – and it’s the most credible way. Learning how to work with the media is an essential skill for any start-up or fast-growing business.

What does the media want from a company? Journalists are working under extreme pressure today. They are looking for stories all the time.  The public has developed an insatiable appetite for news. The internet has made it possible to have a constant, 24/7 news deadline.  As it happens they’re expected to report it.  And the public expects visuals.

The vast majority of reporters say they visit online newsrooms of companies both large and small looking for content.

This is what they expect to find:

  • News releases
  • Fact sheets
  • Expert bios
  • Images
  • Videos
  • Infographics
  • Financial data
  • Management bios
  • Social channels and content
  • Story Ideas
  • Industry trends
  • Articles

The Online Newsroom

The best way to service journalists and bloggers who can cover your story is to have an excellent online newsroom that offers all these items. Make sure that you post content to your newsroom on a regular basis, so that when a reporter does visit they find current, newsworthy content.

Make the layout easy to use and offer a visually appealing look.  A bland page of text links to press releases in PDFs is not helpful for journalists today.

Newsroom Resources

You can get your IT department to build you a newsroom.  Most IT folk are technically quite capable of constructing a newsroom  The drawback is that they are not PR trained and have never worked with the media, so they won’t know what should be in the newsroom.

WordPress can be used to make a newsroom but it has to be customized. You’ll need to find a talented WordPress programmer who is skilled enough to customize it so it has all th needed features.

The best and fastest way to get a reliable, state-of-the-art newsroom is to go with a hosted newsroom vendor.  There are several on the market.  Ask us for a demo of the PRESSFeed newsroom.

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15th July 2015

3 New Skills that Impact Media Relations

TimesPicayunelayoffs PRESSfeed July Webinar:

Register here

As the media landscape changes – and it is shifting under our feet everyday – the practice of Media Relations has to change too.

The decimation of the media newsroom staff continues.  In June the Chicago-Sun announced that they will cut a further 22% of the newsroom staff through layoffs and buyouts. Dow Jones, the parent company of The Wall Street Journal, also began a sweeping round of job cuts last month, including eliminating entire teams of reporters and closing international bureaus.

As the pool of journalists we have to work with shrinks, the harder it is to get good media coverage for a brand or a client.

“We will be consolidating some areas of coverage,” he said, “merging some bureaus and teams, and discontinuing completely some of what we do.” WSJ editor, Gerard Baker.

facebook-twitter-newsThe media needs have changed too. Most people now get their news digitally and on the go. According to a recent Pew report Facebook and Twitter have become our newspapers. There has been a 21% increase in the number of people getting news on these channels in just the last year.

You have to adapt how you prepare and present your news releases and other branded content to service the  needs of the media, if you want to get coverage.

In this webinar we’ll cover

  1. What the media needs – how to find gaps in media coverage that you can fill.
  2. Why they need visual content – and how to tell stories visually.
  3. Measurement – the old PR measurement standards are no longer acceptable. It’s time to learn what to measure to show

Sally Falkow president PRESSFeedPresenter:  Sally Falkow APR, President of PRESSfeed – the content hub that helps you tell your brand story.

When:  Wednesday July 22, 2015  10 am pacific 1 pm Eastern.  If you can’t attend at that time, register now and we will send you the link to the recorded webinar.

Register here:  Seats are limited.

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26th June 2015

The Age of Smartphone Reporting

smartphone reportingOn Wednesday we hosted a webinar about mobile search and news content with Shashi Bellamkonda, CMO of Surefire Social and adjunct professor for search, social and mobile at Georgetown University.

These recent headlines confirm that we are indeed in the age of smartphone reporting.



smartphone reporting 2

What does this mean for PR?

Media Relations is a big part fo the job.  For over a hundred years we’ve been taught how to write and present news content based on how the media works.  That model is no longer relevant. And it’s not  only  about digital news outlets – even reporters at traditional media outlets like major newspapers and TV stations are expected to be mobile and able to use their smartphones and social media to do their reporting.

If our job is to understand how a reporter works, what they need to produce a story and what tools they use, then it’s time for a sea-change in the practice of Media Relations.

The good news for reporters today is that the advent of smartphones has made it possible for them to do part of their job with nothing more than a phone. Poynter.org

What do reporters use their smartphones and social media for?

  • Find story ideas
  • Find eye witnesses
  • Search hashtags
  • Search for sources
  • Record audio files
  • Shoot video
  • Take photos
  • Edit photos
  • Live remote reporting
  • File stories on the go

When they search for ideas, sources, experts, images or videos to use in a story, or a follow-up to a news event, will they find your content?  Tech Crunch found that 44% of the Fortune 500 websites are not  yet mobile-friendly.  We checked the Inc 500 websites and found that more than half (56%) don’t pass Google’s test.

“A website ranked No. 1 or No. 2 in a search query could hypothetically fall to ninth or 10th place, causing a loss of thousands of dollars in potential business.” Independent analyst Greg Sterling in USAToday

Translate that into PR and media relations terms. If your newsroom was ranked No. 2 for your brand, or showed up high in search on relevant key phrases, if it falls out of the rankings your chances of getting media coverage go with it.  A reporter who is pushed for time goes with the informaiton and sources they find when they do a search.

The 2015 Global Trust Barometer ranks search as the most used and most trusted source of information and news today. That applies to journalists as much as the public.  Make sure your newsroom is mobile-friendly and has all the features the media expects in an online newsroom today.

Download the 2015 Media Trends and Newsroom checklist

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13th June 2015

June Webinar: Mobile-Friendly News



Google mobile







The new Google algorithm, which was introduced on April 21, favors websites with large text, links that are easy to find and navigate, and a design that resizes to fit whatever screen it’s viewed on, be that a laptop, phone or tablet. The section of every company’s website that must be mobile-friendly is their newsroom – whether BtoC or BtoB.  This content has a high user interaction – with media, bloggers and your buying public.

Webinar date:  June 24, 2015

Time: 10 am Pacific, 1pm Eastern

Sal smallHost:  Sally Falkow, APR.  Sally is the president of PRESSfeed and the co-creator of the social newsroom.  Sally has been at the forefront of digital PR and social media for 15 years and has translated her in-depth knowledge and experience in traditional PR and media relations to the digital world.  In 2014 she was name a Top 50 PR Influencer on Twitter. @sallyfalkow

shashibGuest: Shashi Bellamkanda, CMO of SurefireSocial and Adjunct Professor for search, social and mobile at Georgetown University. Shashi has a stellar 15-year history in the field of digital marketing for small businesses.  In 2012 he was named Small Business Influencer Champion for his work.  Follow Shashi on Twitter  @shashib


In April Google implemented their mobile-friendly search algorithm. The number of people accessing news on their mobile devices in rapidly increasing. If your newsroom does not pass the Google mobile-friendly test, your news content will not show up in mobile search queries.

“As people increasingly search on their mobile devices,” she said, “we want to make sure they can find content that’s not only relevant and timely, but also easy to read and interact with on smaller mobile screens.” Google

A recent study by Portent revealed that 40% of the top websites ranked by Alexa do not pass the Google mobile-friendly test. PRESSfeed did a study of the Inc 500 in June 2015 and found that just over 50% are not yet mobile-friendly.

Find out how having a fully mobile-responsive newsroom can increase your traffic, media coverage and leads.

There are only 100 places in this webinar.  Reserve your seat now

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8th June 2015

The Mobile News Landscape

 Every year for the last five years we’ve heard predictions that “this year is the year of mobile.”  Well, 2015 is definitely that year.

In May Google announced that “more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”  Which explains the Google mobile search algorithm update implemented in April. According to Search Engine Land mobile is now the “primary screen” for marketers.

The data from the Pew State of the Media report suggests that this is fast becoming the case for PR practitioners too: “News organizations are increasingly dependent on Google and a handful of other powerful tech firms for the tools and platforms needed to reach their audience.”

In 2012, about 39% of respondents got news online or from a mobile device “yesterday,” (the day before they participated in the survey) up from 34% in 2010.  And it’s not only interested public doing this searching. Journalists and bloggers are searching on mobile devices for story ideas, experts and sources.

At the start of 2015, 39 of the top 50 digital news websites have more traffic to their sites and associated applications coming from mobile devices than from desktop computers. The report also shows that those accessing news content on a mobile device spend less time there than they do on a desktop.

This means that as communications professionals we have to adapt to the mobile news landscape.  We also have to learn how to deliver our news so that it:

  • Passes the Google mobile-friendly test
  • Ranks well in Google’s mobile search
  • Can be read and understood quickly and easily
  • Delivers the core message in a short ‘snackable’ format


According to a recent study conducted by Portent 40% of the top ranking websites are not yet mobile-friendly.  And our study of the Inc. 500 shows that more than half (56%) are not yet mobile-friendly.

If your company website does not yet pass the Google mobile-friendly test, then neither does your newsroom.  That means your news content will not be seen by the majority of people accessing news via their mobile devices.

You don’t have to wait for the IT department to redo the entire website.  With a hosted online newsroom you can be up and running in just two weeks. Fully mobile responsive, visibl ein Google mobile search, with an image and video gallery and all the features the media expects in a modern digital newsroom.

Ask for a demo and find out how you can upgrade your online newsroom so that your news content will always be visible to the journalists, bloggers and public searching for information around your topics.





















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3rd June 2015

2015 Online Newsroom Checklist

Newsroom checklist 2015 mobile

The 2015 Pew State of the News Media report revealed that in January of this year 39 of the 50 most popular news sites reported more mobile than desktop visitors. More than a third of online news users across all countries (39%) use two or more digital devices each week for news and a fifth (20%) now say their mobile phone is their primary news access point

And the trend is not affecting only the public.  Journalists are working under greater pressure than ever before, as employment numbers in the newsroom continue to fall. They rely on their digital devices to access content and sources relevant to the stories they are working on.

Google implemented an algorithm update in late April that affects mobile search – any site that is not fully responsive is less likely to show up in a mobile search. For a brand or organization that wants journalists, bloggers and the interested members of the public searching for content around their topic to discover their news content, a fully responsive, socially integrated online newsroom is a must.

Need help with your newsroom?  Ask for a demo. 626 793 4911

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19th April 2015

Why Brands Need More Content

content marketing


Almost 90% of BtoB companies and most BtoC companies are using content as an integral part of their marketing and PR strategy today. 70% of B2B marketers are creating more content this year versus last year. (Content Marketing Institute/MarketingProfs).Only 32% say they are creating enough content. That means content spend is going up in 2015.

Another areas of concern is whether the content they are producing is effective.  The top 3 things that make content effective are

So content is getting a lot of attention from marketers and PR pros this year.  These are the burning questions.

  • Are we doing enough?
  • Can we produce more in-house?
  • Is what we’re doing now effective?
  • Can we measure it?
  • How can we improve our content impact?

One question that should be on that list, yet never seems to get asked is: “Where should we house all this content?”

It’s not enough to spread it across social media.  That has to be done, yes. But remember that those platforms are all rented space.  You need a digital content hub on your own site and the best place to do that is your online newsroom.

Bozzuto newsroom 1

The media (and the public) value having one place to go to find all your content.  Curate everything in one place.  Make it very visual, dead simple to find and use.

It pays dividends.


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12th April 2015

Video – The PR Opportunity of 2015

2015 media trends report pressfeed


Right now there’s an opportunity knocking hard on the PR door.

As the public responds to visual content with a news story – and we’ve certainly seen plenty of evidence that visuals engage the audience and provide more value – the media is looking for more video news material.  Trhe vast majority of news website editors say that a story idea or a release that ocmes packages with excellent images and a good news video gets theri attention

76% of journalists say they currently use externally produced videos and they expect to use “much more” in the next year. (Source: 2015 DS Simon Media Influencers Report) Makes sense – the shrinking media newsrooms lack the resources to produce video. Newspapers, magazines and radio stations never had those resources to start with. Now every news website needs video.

The 2015 PRESSfeed Media Trends and Online Newsroom Study shows that only 30% of the Fortune 100, 10% of the Fortune 500 and a scant 5% of the Inc. 500 have a video gallery in their newsroom. 22% of the Fortune 100 companies in the US include video with their news releases. 16% of the Fortune 500 and just 11% of the Inc. 500 offer any multimedia with news releases.

89% of news media ask for embed codes with videos, but corporate America never got that memo apparently. Only a handful of companies in the US offer embed codes with their videos: 9% of the Fortune100, 5% of the Fortune 500 and 3% of the Inc. 500.

Now is the time to take advantage of this need for video.  Make sure your online newsroom has great video the media can easily access and use.

If you need help upgrading your newsroom to a digital content hub with a video gallery and embed codes, email me




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