What Media Want in Your Online Newsroom

Survey reveals the 10 most desired types of content

By Ibrey Woodall

In the August 7, 2014 online issue of PR Week, I presented the “Top 10 Content Types For Today’s Online Newsroom.” This research and insight was extracted from the 2014 Business Wire Media Survey of over 300 journalists. When asked what type of information they wanted to access in an organization’s online newsroom/media center, members of the media ranked the following content types.


  1. Press Releases
    Graded the highest, press releases must be categorized by subject and searchable by date. A minimum of 1 to 5 years of historical releases should be made available.
  2. Breaking News
    The moment that major news is made available, reporters want to be notified immediately via an email alert that provides them with a link to the most recently announced news.
  3. Media Relations Contact Information
    This information must be prominent on the Home Page of your online newsroom. Make it easy for reporters to find who is responsible for what content, in which geographic region.
  4. Fact Sheets
    Nothing but the facts, easily accessible and digestible. Provide a bullet-point list of the basics that any journalist needs to write an article about your company, including addresses for headquarters and other locations, date established, number of employees and annual revenues.
  5. Images / Photographs
    If a journalist needs a logo, image or photograph to go with the story, they’re going to go to the multimedia gallery within your media center to download it.
  6. Press Kits
    If you have a lot of content for a specific event, product or promotion, package it in a press kit.
  7. Executive Biographies
    Headshots, personal history, birthdates, affiliations, quotes, interviews and white papers should be provided for all top executives.
  8. History
    Lend a starting point to all reporters on a research mission with an overview section about the company, including major timelines and additional historical data.
  9. Events
    List press conferences, product launches, executive appearances and industry events so that journalists can choose to attend and cover your news.
  10. Locations
    A list of facility locations help media in determining regional proximity and size, as well as company effect on the particular region, whether domestic or international.

Preferred types of content in a newsroom Q23

For more details, download the “Top 10 Content Types for Today’s Online Newsroom” article.


As VP Web Communications Services, Ibrey Woodall is responsible for Business Wire’s NewsHQ Online Newsroom and InvestorHQ Investor Center products. Ibrey holds a B.A. in Mass Communications and a Webmaster certification. She has been involved in launching online newsrooms and investor centers for Fortune 500 companies. She can be reached at Ibrey.Woodall@BusinessWire.com, http://www.linkedin.com/in/IbreyWoodall or via Twitter @IbreyWoodall.

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