The New Newsroom – What’s in Your Company?
Time 9:14
Here’s a new way to look at your marketing department, as a newsroom. Why? Because it is a powerful way to tell a story, a way to insert your company into news cycles, a way to be a part of the action, a way to be a thought leader, and a way to create dynamic valued information that works with a sales cycle.
Companies are not limited to brochures, more importantly; their audiences are accustomed to getting all kinds of formats, when and where they want it.
Here is a list to help determine if your company can tap into a newsroom.
- Do you have internal or access to expertise in your field
- Are you impacted by external events such as regulations, markets, safety
- Does your company improve the human condition such as healthcare, adoption, and poverty
Author of The New Rules of Marketing and PR David Meerman Scott gives his take on the newsroom angle in a wonderful post about how the real estate industry can benefit from it.
Scott and I get into the topic in this interview on the Marketing Edge podcast. It was recorded on October 13, the day his popular book came out in paperback. Scott will be appearing at the Minneapols/St. Paul Social Media Breakfast on October, 31
(Disclosure:A client of Provident Partners) Softbrands manufacturing is a good example of treating their company as a newsroom. Under their brand Fourth Shift Edition http://www.fourthshiftedition.com/ website, they use video, podcasts, a blog, and twitter, they tap the right format and network to engage in a conversation, get ideas, insert their ideas into news cycles and other objectives.
Do you have what it takes to be a news organization inside your company? Leave a comment here or call the comment line 206-600-6887
Tags: brand journalism, David Meerman Scott, newsroom
This entry was posted on Monday, October 13th, 2008 at 11:02 pm and is filed under corporate marketing, marketing, social media.You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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October 21st, 2008 at 6:59 pm
Interesting. I’m not sure whether it makes sense for marketing departments to turn themselves into newsrooms, however. It comes down to whether they can build the skill sets to make this a core competency. In many cases, it may make sense to outsource these (or many of these) activities to a specialist who can develop the content and/or manage these proliferating media. What do you think?
Britton Manasco
Illuminating the Future
October 28th, 2008 at 2:33 pm
I think the point is, whether marketing departments do this themselves or outsource it to someone who has the skill set to tell stories exceptionally well, marketers and communicators need to start to make this approach part of their work.