Newsroom Ink is in search of its next big challenge. We are looking for a not-for-profit, or company, that is in crisis and has been unsuccessful in getting its story heard. We have a track record of success after success after success.
At Newsroom Ink we believe in the power of storytelling brand journalism to create credible, influential news stories for our clients that enhance the reputation of both brand and company. We provide communications and reputation management that achieves a competitive difference for clients through brand journalism – telling the company’s stories on the dynamic newsroom platform.
The Newsroom Ink team is responsible for founding and developing brand journalism and the dynamic online newsroom, a storytelling platform staffed by journalist and utilized by such Fortune 100 companies as Intel, Coca-Cola and Starbucks.
Be it paid, owned or earned media, Newsroom Ink puts content in context to connect by:
- Aligning it up with a company’s strategic agenda
- Mapping how operations run
- Maximizing value by inventing and investing once; use and profit often
- Creating a clear line of sight so audiences see the value
- Making the links to get ink – no matter the media
Not So Sweet Sugar
On the evening of February 7, 2008, John Sheptor, the new CEO of Imperial Sugar, toured the Port Wentworth, GA refinery; meeting with employees in the 100-year-old facility. A little after 7 p.m., a series of explosions ripped through the refinery –killing 14 employees, severely injuring others and nearly costing him his life. The tragic events of that evening set in motion two years of corporate turmoil, which came close to destroying Imperial Sugar.
Thirteen months after the plant explosion, if you were a journalist, industry analyst, investor or just curious and running a Google search on Imperial Sugar, it was not a pretty picture – media stories about a company in crisis had stalled on the dominant first pages of all search engines. The stories of explosion, fire and death – along with serious monetary and raw sugar supply troubles – all bubbled to the lead.
In May of 2009, Sheptor called on an experienced group of top communicators and journalists to develop a one-of-a-kind, content-rich, dynamic online newsroom to address the issue of the negative online news stories and connect with both internal and external audiences.
Sheptor recognized that the sheer speed, volume and rapid dissemination of information – right or wrong – was inundating his company’s ability to have its voice heard. With the decline of traditional media, Sheptor saw the need for credible, legitimate and transparent stories online about the company.
Within six months of Imperial Sugar News going online, the corporate communications crisis had calmed. Search engine pages containing outdated and adverse coverage of Imperial Sugar had been pushed deeper and deeper into the forgotten archives. More favorable news about the company’s growth and expansion dominated. Although the seas were not completely smooth, the waters for Imperial Sugar were far more navigable.
From Sugar to Seafood
When the first news flash crossed the wires of the BP Deepwater Horizon rig explosion in the Gulf of Mexico, Ewell Smith, director of the Louisiana Seafood Promotion and Marketing Board, knew his industry had a potential problem. When the Deepwater Horizon rig sunk into the gulf waters, Smith realized he had a full-blown crisis on his hands.
Smith and his Seafood Board were no strangers to a crisis. Having faced two hurricanes, that almost completely destroyed the Louisiana seafood industry, Smith started managing the crisis, even before the remnants of the Deepwater Horizon reached the gulf floor.
As the world’s media started to gather in New Orleans, the Seafood Board realized it needed a new tool to have a more active voice in getting its story heard and called upon the team members of Newsroom Ink. The rapid dissemination of information, as well as the media’s focus on the capping of the spilling oil, led to the team of Newsroom Ink creating LouisianaSeafoodNews.com.
With the online newsroom, the Louisiana Seafood Board had a tool that aided in forging relationships with The White House, internationally known chefs and even the oil industry itself. According to Smith, “LouisianaSeafoodNews.com became an integral part of our communications program in the upcoming years.”
Expanding the Reach of Gulf Seafood
In 2013 Newsroom Ink founded Gulf Seafood News for the Gulf Seafood Institute (GSI) to serve as the “go to” news source for the Gulf seafood industry. The newsroom was responsible for quickly turning an infant organization into the most respective voice for the Gulf Seafood industry.
Seafood professionals across the Gulf, chefs, NGO’s, and legislators on Capitol Hill, as well as in Gulf State Capitols, depended upon the accurate and interesting information in posted on a daily basis. Media from across the Gulf, and around the country, turned to the newsroom for articles and story ideas and information.
With the help of GulfSeafoodNews.com, within three years the Gulf Seafood Institute rapidly became one of the most respected voices for the Gulf seafood industry; taking its place beside such major players as the Pew Charitable Trust, the Walton Family Foundation, the Environmental Defense Fund and the National Fisheries Institute.
As GSI grew in influence, the newsroom became the information portal that fishermen across the Gulf depended upon, and politicians on both side of the aisle in Washington trusted. It played an integral part in securing more than $2.3 million for electronic data collection for the Gulf’s charter-for-hire fleet, passage of H-2B Guest Worker legislation desperately need by fishermen and processors across the Gulf, exposing potentially disastrous fishery plans, and of course feature after feature on fishermen, Gulf State projects and industry insights.
Our Next Adventure, Your Reputation
The Newsroom Ink team knows how to tell your story. We work to give your communications “legs,” looking to deliver a better ROI for your paid, owned and earned media.
Our journalists have real-time experience working as reporters, photographers and videographers for award winning publications. We create and package with a purpose – always with an eye to repurpose. After all, isn’t the idea to invent and invest once … and then use and profit often?
Only the staff of Newsroom Ink has a proven track record with successes featured as best practice in a report by the Communications Executive Council. There are other’s that build newsrooms, but none building your reputation with a staff of brand journalists doing what they do best, telling your story from your unique perspective.
If your organization or company has a better story to tell and nobody is listening, it is time to contact Newsroom Ink. We can give you the competitive advantage at a time when nothing seems to be going your way.