How many journalists does it take to navigate through a company's online newsroom? The question isn't a snarky shot at journalists' intelligence or their ability to find their way into or out of a newsroom; rather, it's a call to action for PR executives who fall short in designing cyber media. Online newsrooms are ubiquitous in this age of Internet-dependency, but hidden sand traps and common mistakes committed by PR professionals often make them more of a hindrance than a help to the communities they serve. Disjointed content, difficult-to-navigate pathways and too many bells and whistles all impede the platforms' real raison d'etre: to serve as a resource and act as an interface between the company and its audience. "The biggest problem we see is that online newsrooms are underutilized," says Tim Roberts, president of Wieck Media.
Online Newsrooms: Building Effective Sites From The Ground Up
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