by Newsroom Ink staff
Journalists are working harder, faster and longer to produce more content in both traditional media and the online environment of hits and clicks. But more doesn’t always mean better.
According to survey after surgery of journalists, almost half of the journalists surveyed felt the quality of their work has improved but they are having greater difficulty balancing quality reporting with smaller budgets in this page view economy. More than 46 percent of the more than750 journalists surveyed expect to produce more content than in previous years, and 28 percent have less time to research stories.
“These studies point to the fact that journalists are having to acclimatizing to the pressures of juggling the demands of web and print media,” said Newsroom Ink’s CEO Ed Lallo. “With cutbacks in budgets, staff and resources; print, broadcast and digital media have turned to online newsrooms to obtain information and story ideas”
Lallo says that public relations practitioners have to shift their energies to online newsrooms and social media as journalists’ usage of these technologies continue to increase.
By using brand journalism corporate communication departments can create viable news outlets that feature news, intelligent commentary and storytelling visuals. “Tools today’s professional communicator must call upon to ensure their brand’s PR is coordinated in both the digital and traditional media outlets,” said Lallo
An online newsroom is like s like inviting someone into your house so they can see everything at a glance. It publishes original articles about industry issues, customer satisfaction, employee engagement and stakeholder involvement.
The newsroom becomes your company’s content engine. It is the place to address brand issues, crisis management, marketing and communications all aligned to, and working in conjunction with, existing marketing, advertising, social and traditional media.
Professional journalists are best qualified to create brand journalism content. They have the ability to provide the authenticity and professionalism required; giving credibility to your brand. An organizations communications professionals need to provide the editorial direction to best align the newsroom with the executive agenda.
Companies using credible brand journalism to develop a dynamic online newsroom; develop a trust of their brand by readers, consumers and members of the media.