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An online newsroom is a crucial part of a successful PR strategy. But how can you optimize your newsroom to its full potential? It all boils down to five essential elements—accessibility, easy navigation, shareability, aesthetics and engagement—governed by one overarching principle: Your newsroom should always focus on the person you’re trying to communicate with.

Most of us are familiar with the core KPIs of Google Analytics such as users, sessions, page views, bounce rate, average time on page, search and CTR. These metrics are important to The Coca-Cola Company too. But do they provide the holistic view the company needs? The answer is, no, because they alone do not capture engagement. So, the company created its own KPI.

At just over 125 years young, The Coca-Cola Company made a decision that its best stories could no longer be contained by traditional paths. With the speed of communication driving faster to keep up with the speed of connection, we decided to transform our corporate destination into an online magazine that delivered at the speed of our consumers’—and critics’—digital lives. With that, Coca-Cola Journey was launched.

The best way to generate content that is useful and sharable is to practice brand journalism.

If you are a PR pro searching for strategies to achieve success for your brand, consider these trends as a way of achieving results.