Ed
Case Study: Imperial Sugar Newsroom – Having a Better Story to Tell while Improving “Google-ability”
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.
Alligator, crawfish, shrimp and oysters are just a few of the industries that comprise Louisiana seafood; a $2.4 billion industry employing more than 27,000 in the bayou state. When the first news flash crossed the wires of a BP oil rig explosion in the Gulf of Mexico, Ewell Smith, director of the Louisiana Seafood Promotion […]
Ed Lallo, founder of Newsroom Ink, is a featured blogger on Social Media Marketing (SMM) Magazine’s website. Lallo addresses the topic of using the online newsroom as the content engine to drive social media.
While compiling information for thier online newsroom study, the Corporate Executive Board’s Communications Executive Council interviewed Ed Lallo, a former partner in The News Group Net and the founder of Newsroom Ink, on the techniques and best practices used in implementing the Imperial Sugar Newsroom.
On the evening of February 7, 2008, the new CEO toured the Port Wentworth, Ga refinery;b 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 Sheptor his life. The tragic events of that evening set in motion two years of corporate turmoil, which came close to destroying Imperial Sugar.
A recent Wall Street Journal Digits blog by Don Clark, Intel Establishes Its Own Free Press, led to an in-depth discussion of online newsrooms between Newsroom Ink’s founder Ed Lallo and Bill Calder, managing editor of Intel’s Free Press.
