5 Essentials for a High-Impact Online Newsroom
When considering how your brand’s online newsroom (known as a MediaRoom here at PR Newswire) can have the biggest impact on engagement, some key factors consistently stand out. Here are five essential components to include in your newsroom that journalists want – and learn how leveraging the Create+ tool in PR Newswire’s Amplify platform can help you turn one story into multiple newsroom-ready assets.
1. Timely, Up-to-Date News Releases
Journalists expect your newsroom to reflect your latest announcements the moment they happen. Yet in many organizations, the process to get something posted on a corporate website often involves looping in website operations or refreshing an external newsfeed. With a PR Newswire MediaRoom, the press releases you distribute with PR Newswire are instantly and automatically posted to your online newsroom right as your release hits the wire, without waiting on an IT team.
Additionally, a MediaRoom provides the flexibility to add other content to your press release, like multimedia or pull quotes, which can be drafted from scratch with the help of our “Edit with AI” tool in the Amplify platform at the push of a button.
2. Journalist Email Notifications
Even a well-designed newsroom risks being underused if journalists don’t know when it’s updated, and according to Cision’s recent State of the Media Report, 72% of journalists name press releases as the most useful resource PR teams can offer. By offering members of the media the option to opt in for email alerts, this MediaRoom feature ensures your press releases are delivered straight to their inbox.
3. Thought Leadership
Journalists don’t just want the news; they need additional resources that give added context to your brand’s story. Companies that use their newsrooms solely to post press releases and media coverage are missing an opportunity to showcase thought leadership pieces that highlight their brand’s expertise, insights or unique angles.
You can use Create+ to instantly transform your press release into professional, brand-aligned blog posts and articles. Save time and budget by creating everything in one platform, then build your MediaRoom into a go-to resource, not just a press release archive.
4. Downloadable Multimedia Assets
Modern journalists increasingly rely on images, video and infographics, and they won't consider your pitch without multimedia assets. According to PR Newswire's recent Global State of the Press Release Report, 9 in 10 companies always or sometimes include multimedia, underscoring the importance of leveraging visual content in digital storytelling. While press releases can be an excellent vehicle for distributing multimedia, it may not be possible to embed every asset with your release, particularly if you have large files or a plethora of them. Housing multimedia in a MediaRoom makes it easy for journalists to find and download the assets they need.
With Create+, you can generate a suite of newsroom content like customizable images and snapshot videos, then use our AI to draft captions, infographic headlines and video scripts so your multimedia is contextualized and ready to use.
5. Content Optimized for Search
In order to reach the most journalists and the widest possible audience, SEO-optimized content is crucial. Your newsroom should be built with SEO, accessibility and online visibility in mind. We advise our customers that before they post a press release to their MediaRoom or utilize our distribution, they should reference our Press Release Score tool, which analyzes structure, keywords and engagement potential. These insights help make their content more discoverable by AI search engines and increase the chance of their online newsroom being referenced in AI-generated results.
Why This Matters
A strong MediaRoom does more than host content; it becomes a strategic asset. Our customers’ most impactful MediaRooms do the following:
- Streamline press release posting and build credibility
- Give journalists what they need: news, alerts and multimedia assets
- Position your brand as a thought leader, not just a news generator
If you want your organization's communications to work smarter, not harder, treat your online newsroom as a content ecosystem. Utilizing the Create+ capabilities offered by PR Newswire Amplify can streamline and scale content creation, polish the output and distribute it with purpose.
Why PR Newswire?
With PR Newswire, you can access strategic communications expertise along with deep technical capability. Our team can design, build and host your online newsroom to serve as a seamless extension of your corporate website. And when you distribute your news with PR Newswire, it can instantly and automatically post to your MediaRoom.