Online Newsrooms: Building Effective Sites From The Ground Up

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.

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