How smaller companies build better online newsrooms

A look at what to emulate in the press rooms of three of tech startups.

A look at what to emulate in the press rooms of three of tech startups

I wrote an article in January about how to build a better online newsroom, where I looked at the online newsrooms of tech giants Apple, Facebook, Google and Microsoft — all of which are great examples.

But what if you don’t a big budget like those companies? Let’s revisit the topic and look at newsrooms of smaller companies.

Since my original analysis focused on tech companies, I stuck with the same theme and visited online newsrooms of three of my favorite startups: HubSpot, MailChimp and 37Signals. Here’s what I found:


HubSpot specializes in inbound marketing (the opposite of traditional “interruption marketing”). In short, they specialize in making customers (and media for that matter) come to them. Their online press room is a great example of how a small company can attract media attention with the press room alone.

What works:

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