The essential ingredients of a brand newsroom

A revolution is supposedly afoot in the PR and marketing world—brands are creating actual newsrooms. Here’s what you need to know.

Not online newsrooms, where journalists go to find contact information and press releases from a company, but physical newsrooms.

At least that’s what everyone seems to be saying. Digiday has been all over this trend. It recently asked the question, “Should Brands Have Newsrooms?” (The answer was a general yes-ish for some brands, definitely for agencies). A few days later, the site published an op-ed proclaiming, “Brands Need a New Type of Newsroom.”

Even U.S. Cellular hung a banner during the Oscars proclaiming its designated workspace “2013 Oscars Newsroom.” But as PR Daily noted in an Oscars-related article earlier this week, it didn’t work for everyone.

There are several things to consider before you and your employees start tearing down cubicle walls and dressing as nebbish as some of the people in actual newsroom s. It’s not as simple as saying, “Let’s make a brand a newsroom.”

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