If your online newsroom still looks the same as it did five years ago, chances are that you are missing opportunities and not engaging the media who visit. Social media may be the way that “everyman” can become a writer or reporter, but it is also the way that professional reporters are finding their information.
In my work at Balance Interactive, I have helped several clients to upgrade their newsrooms to leverage social media. Some examples:
If you don’t have the resources for a webiste upgrade, online press room services offer a lot of social media connections. One example is PitchEngine – http://www.pitchengine.com/index.php – which allows you to build a multimedia press release and share it on sites. The free version keeps your release for 30 days and there are also inexpensive paid versions that archive your releases for longer periods.