Back before brand journalism revolutionized websites, company newsrooms tended to post links to press releases and maybe a catch-all phone number on the side.
That’s no longer enough. Companies are using their newsrooms to tell stories and engender news media coverage. They are thinking not only about journalists, but how to reach consumers and customers. They are offering b-roll with compelling action, as well as executive interviews that TV stations can crib from.
Here are a few organizations’ newsrooms you can draw inspiration from:
Coca-Cola Journey: Beyond the old-fashioned newsroom
Coca-Cola caught the attention of the PR world when it launched an ambitious brand journalism project, Coca-Cola Journey, to tell its story. Rather than establishing a separate storytelling platform, Coke boldly turned its main corporate site into a webzine. Furthermore, it announced it was going to kill the press release.
Coca-Cola was already all-in on the idea of designing for smartphones in 2013, and its commitment to a mobile newsroom endures.