Recently, we provided a client with some suggestions on what kind of content to populate his company’s press room with. Given his company’s Web 2.0 and social-networking focus, we suggested some ideas on how to create an innovative, informative, provocative and interesting online media newsroom.

Before you delve into the tactics of creating your online media room, I recommend you take a minute to consider your objectives and ask yourself the following questions. Why am I creating this? How can I create a site that reinforces the right perceptions about my company? What type of news will we have?

After all, the look and feel of a newsroom for a social-networking company is going to be significantly different than the online newsroom for a company such as Boeing.

Here are some of my initial thoughts on what a company should include in its online press room.

1. Press Releases – Clearly any press release the company has distributed should be included. These should be arranged by date with the most current at the top of the page and the least current at the bottom. Consider including an option that allows people to sign up for news feeds, podcasts or RSS feeds from your company. Example: The Body Shop
2. In the News – Include links to the articles published about your company. This is a terrific way to extend the shelf-life of news and features, as well as leverage third-parties to reinforce the right perceptions about your company. Example: Farecast, Blue Nile
3. Upcoming events – If there are events or conferences your company is participating in, publicize them in the press room. Example: Peet’s Coffee & Tea, SNAPin
4. Executive Team – Most journalists want to know who is running the company and a bit about their backgrounds. Photos of key executives also add a lot. Example: MOD Systems, Zillow
5. Artwork – Providing visually exciting and stimulating photos that can be easily downloaded is a great way to garner coverage with journalists because this information is easily accessible. This artwork can include photos of your product, your office, or screenshots of your technology. Example: Farecast
6. Streaming video – If you have interesting video content consider including it on your site. Example: Whole Foods; Visible Technologies
7. PR Contact – Lastly, make sure to include the contact information for members of your PR team so they can respond quickly and efficiently to journalistsí inquiries for additional information. Example: Expedia

In September 2007, Virgin Megastores announced it had created a new kind of social-media newsroom. If you have a minute, consider checking it out. (http://www.virginmegamashup.com/)
We found the site interesting and liked the breadth of content on the site, but found some of the pop buttons annoying.

LINKS

http://www.marketwire.com/mw/release.do?id=766588
http://www.virginmegamashup.com/