Online newsroom

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An online newsroom (also known as a pressroom, mediaroom, press center or media center) is a website, web page or site section that contains distributable information about a corporation or organization. The online newsroom was initially created for corporate communicators and public relations firms to target traditional media outlets, fundamentally newspapers, magazines, radio stations and television stations. Multiple public relations audience interests are now supported, including media relations, investor and analyst relations, community relations, and consumer social media relations.

Most online newsrooms provide press releases and kits, photographs, logos, audio, video, executive biographies, contact information, events, company history and awards and honors. Sometimes, they also contain industry news feeds.

Increasingly companies are aggregating their presence on various social media sites into their online newsrooms. [1] Some newsrooms may accommodate interactive forums for product evangelists, disgruntled consumers and organizational spokespeople to engage in ongoing online conversation about the company or organization and its products, services or philosophy.[ citation needed ]

The first known online newsroom was developed in 1995 by the American Institute of Physics for the Acoustical Society of America. [2] Since this time, other companies have either developed or partnered with technical companies to offer a standalone, branded online newsroom solutions. Additionally, some companies offer an online newsroom component as a component of a larger software package that integrates the online newsroom with a media contact database and media monitoring services.

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<span class="mw-page-title-main">Public relations</span> Management of public communication of organizations

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<span class="mw-page-title-main">Press release</span> Information provided for public relations

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<span class="mw-page-title-main">Press kit</span> Set of promotional materials given to the media

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Online Public Relations refers to the use of the internet to communicate with both potential and current customers in the public realm. It functions as the web relationship influence among the cyber citizens and it aims to make desirable comments about an organization, its products and services, news viewed by its target audiences and lessen its undesirable comments to a large degree. Online public relations shows differences from traditional public relations. One of these is associated with its platforms. Compared with traditional public relations channels, the network systems used for online public relations vary from search to social platforms. In the era of digital marketing, the major online public relations tools for the public relations professionals and marketers such as content marketing, search engine optimization are the results of mixture of digital technologies and public relations. Those approaches have become the mainstream digital marketing machines and learning to take advantage of these marketing tools is an essential part of modern public relations strategies.

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<span class="mw-page-title-main">Social media marketing</span> Use of social media platforms and websites to promote a product or service

Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope and the establishment of a firm's desired social media "culture" and "tone."

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Virtual engagement is a metric to determine the level of affinity between a company and its customers. In today's internet economy, few things matter as much to marketers as the customer's sentiment towards the brand or the product of a given corporation. Marketing professionals are engaging prospects and moving them along the customer engagement cycle to convert them into customers and finally brand advocates.

A social media newsroom is a company resource, set up to increase the functionality and usability of the traditional online newsroom.

Online presence management is the process of creating and promoting traffic to a personal or professional brand online. This process combines web design, and development, blogging, search engine optimization, pay-per-click marketing, reputation management, directory listings, social media, link sharing, and other avenues to create a long-term positive presence for a person, organization, or product in search engines and on the web in general.

Social media use by businesses includes a range of applications. Although social media accessed via desktop computers offer a variety of opportunities for companies in a wide range of business sectors, mobile social media, which users can access when they are "on the go" via tablet computers or smartphones, benefit companies because of the location- and time-sensitive awareness of their users. Mobile social media tools can be used for marketing research, communication, sales promotions/discounts, informal employee learning/organizational development, relationship development/loyalty programs, and e-commerce.

References

  1. Communicate magazine Archived 2012-02-25 at the Wayback Machine Hold the Front Page, Communicate magazine, November 2009
  2. "Archived copy". Archived from the original on 2011-07-26. Retrieved 2010-11-11.{{cite web}}: CS1 maint: archived copy as title (link)

See also