Impress the press with Web 2.0

Online pressrooms are incorporating new media aspects to the benefit of journalists and web content pros alike

The online pressroom is one of the most vital branding and public relations tools a company has in its online arsenal. Several companies are offering tools and software that make it easier than ever for communicators and web content specialists to keep visitors—press or otherwise—continually updated with breaking news.

But breaking news isn’t the only thing bringing writers to online press-rooms. Journalists go there to get high-resolution photos, streaming video, podcasts and to access other forms of new media. A recently published survey from TEKgroup International shows the vast majority of journalists prefer to receive information from a company through an e-mail alert generated from an online newsroom. Ninety percent of the survey’s respondents said online newsrooms are very important sources for accessing press releases and public relations contacts.