Tap into the potential of corporate online newsrooms

Too many large companies use their sites to simply archive press releases, but a fresh approach can transform them into a key storytelling hub.

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Corporate online newsrooms haven’t evolved much—if at all. Too many sport little more than a list of news releases.

Take a look at the newsroom home page for Kohl’s:

Not bad, if very basic, but when you click on “read more,” you get this:

Yes, that’s a Google doc of the news release. I’m not here to lay into Kohl’s. It’s just an example of the sorry state of too many large company newsrooms. The sites are serviceable for media outlets’ purposes but aren’t designed to reach multiple audiences or achieve greater results.

A handful of companies, though, are taking a progressive approach. These companies are not only thinking about these sites as places to house news for traditional media outlets, but also as content hubs where they can share stories via social media, e-newsletters and other communications. They’re transforming them into key storytelling tools.

This broader approach makes sense for three reasons:

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