What corporate communicators can learn from newsrooms

Good newsrooms measure everything, embrace new technology and discover the right tools, among other things. Corporate communicators should follow suit.

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Communicators of all kinds develop content, and most are keenly aware they do so in a changing media landscape.

Whether you are a journalist, public relations executive or news consumer, you know you live in a world of constant change, and that the end of the media revolution is nowhere in sight.

Sadly, the victim of all this change seems to be the public’s faith in news media. A recent Gallup poll found that the public’s trust in newspapers, television and the Internet as accurate sources of information is at an all-time low.

But as traditional media fights to discover a workable business model and the still-forming Internet media seeks to find its way, today’s corporate communicators realize they bear a greater responsibility to tell their company stories.

Many are delivering shining results. Today, many companies develop in-depth, creative content that rivals award-winning journalism.

But as corporate communications expands to deliver compelling content, it is important to reflect back on the best traditional newsrooms to see what we can learn from the professionals who spent years refining their editorial and production systems.

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