2011 Platinum PR Awards: Online Press Room/Media Center

Winner: Disney Consumer Products – Online Press Room

Not only does Disney Consumer Products’ online press room get updated in real time, but the company also goes out of its way to inform the press of the updates by publishing video alerts on YouTube or e-mailing short notices to relevant trade and consumer press. Furthermore, all of the content, ranging from news announcements to press kits and event materials, are integrated to make it easy for the press to find all the information required for coverage in one place—this can include downloadable product fact sheets, high-resolution images of the product and links that both instantly connect the press to social media channels and encourage them to comment on the news. The feedback has been positive, and DCP has experienced a steady increase in traffic over the past year: 20% increase in unique visits, 16% increase in site visits and a 12% increase in page views. —SP

Fast Fact: Overall, DCP generated more than 4 billion media impressions with much of the coverage including information available in the press room.

Honorable Mentions:

Baylor Health Care System – Online Newsroom: Similar to online shopping, Baylor’s newsroom provides a “basket” feature that allows users to choose the items they wish to download (in multiple formats) and puts them in their basket until they “check out.”

Eucomed – Online Media Centre: Eucomed employs a two-way sync feature that centralizes every communication channel, from social media and blogs to press releases and newsletters, into its media center. The new features and restructuring of the center has resulted in a 310% increase in the number of visitors to the online newsletter compared to August 2010 with an average of 60 new subscribers per month.

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