Rethinking your brand newsroom to tell stronger stories

With the digital media landscape shrinking, more organizations realize that the best way to share their story is to tell it themselves.

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During our Media Relations Conference last summer, PR Daily Editor-in-Chief Allison Carter moderated a conversation with Renata Nyul, VP of Communications at Northeastern University, Dan Landan, PR advisor at Southwest Airlines, and Lincoln Financial Group AVP of Corporate Communications Holly Fair about the innovations they’ve driven in their respective brand newsrooms.

Here’s what we learned.

Rethinking your content strategy with a human touch

Fair began by explaining how Lincoln Financial reimagined its newsroom as a content management system (CMS) that functioned as “a static repository of press releases.”

“All of our corporate communications team had access to upload stories,” she shared. “We’ve transformed that into a storytelling platform with a rotating carousel of three to five stories that we can swap out. We can tell the story through multiple platforms or forums. Now we can do blogs and podcasting. So, so many more ways to tell the story visually.”

Central to this CMS working was a best practice guide and governance practice for internal communications colleagues—allowing internal and external comms to collaborate on strategy.

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