Best Practices for Writing Media Center Content

Following are a few guidelines that will help you write and shape content for your company's newsroom or media center:

•    Utilize a robust content management system; consider using blog publishing platforms as a content-management system for media centers.
•    Train content team on integration of SEO best practices for media kits, releases, etc.
•    Optimize template for search.
•    Integrate multimedia throughout—utilize YouTube (and other platforms) to extend footprint.
•    Develop a compelling narrative by aggregating third-party content and providing commentary.
•    Maximize information accessibility: Embed search tool to navigate the site content. Provide gallery of fact sheets. Include Web 2.0 contact information (IM/Twitter/etc.). Make all information available via RSS.

Source: Andrew Barnett, director of Fleishman-Hillard Digital.

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