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Most brands that produce and publish content or news incorporate an online newsroom into their website, driving traffic from Internet searches and social media to the external communications hub. There, press releases and articles appear in organized columns by topic and date, making getting to know the brand easy and fast for media contacts and consumers alike. From major technology companies and massive health systems to small liberal arts colleges and even startups, the newsroom is the website's hub for communication, but it can be so much more.
Storytelling for brands
Brand storytelling has the potential to build awareness, interest, and engagement for organizations of all sizes. It combines content marketing strategy, brand journalism, and public relations efforts to consistently tell the story of the brand through imagery and content across multiple platforms.
In short, a brand story isn't so much what organizations share with their audiences but rather, it's what audiences believe because of the information shared by the brand. The brand story encapsulates all of the facts (announcements, articles, and news coverage) as well as perception and sentiment regarding the brand by itself, its customers, its community, and the public.
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Components of the brand story
To begin shaping target audiences as well as the general public's perception of a brand, there are several pieces to the story that must come together in one centralized information hub.
First and foremost, the brand must introduce who it is and what it does. Think of this as a continuation of the "About Us" section of a website. It's the eight-second elevator pitch employees rattle off at professional networking events. And, it should be consistently incorporated into every company announcement and press release again and again.
Second, the brand should discuss and demonstrate how it solves problems or overcomes challenges for its customers. This can be achieved through published case studies, videos with actual clients, and how-to guides from the brand on its products and services.
Next, the brand needs to showcase the value it provides to its customers. Whether it's a running shoe company or a hospital, the brand should highlight how it betters the lives of others. Testimonials, ratings and reviews, and videos with actual clients are just a few examples of how brands can convey the value they bring to the table day after day.
Finally, brands must engage and contribute to their audiences. From responding to social media posts to answering fan mail via YouTube, brands have a tremendous opportunity today that didn't exist 20 years ago: the ability to engage with customers anywhere at any time via numerous channels. Brands that respond, engage and support their customers when their customers need them the most earn more trust and build a better, more compelling story.
The new role of the online newsroom
With each of the brand's story elements (i.e., commercials, social media posts, ratings and reviews, articles, announcements, case studies, etc.) scattered across multiple platforms and media, there needs to be one easy-to-find hub of information that makes finding these pieces fast and convenient for all audiences.
The online newsroom is the ideal digital hub of a brand's story as it's already home to the news and articles that share who the brand is, what it does, and what problem it solves for its customers. By incorporating more diverse content, such as social media feeds or access points, testimonials, and case studies, brands can drive traffic to the newsroom where people learn more about the brand and begin to develop their perception or understanding of the brand's story.
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PressPage provides a SaaS PR platform with additional services for creation of advanced social newsrooms, virtual press centers and online media hubs. It enables brands to publish and distribute rich content, and provides direct insights into the results. PressPage empowers PR professionals by adding efficiency and effectiveness to their daily work routine.
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Roel Cozijnsen
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Bart Verhulst
b.verhulst@presspage.com
The online newsroom has evolved from a generic listing of press releases to a hub of information and insights brands can use to tell their story. Learn how in this PressPage article. #onlinenewsroom #storytelling #publicrelations #pr
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