{"id":460,"date":"2018-11-20T15:15:00","date_gmt":"2018-11-20T15:15:00","guid":{"rendered":"http:\/\/info.maccabee.com\/blog\/blog\/5-ways-to-infuriate-journalists-with-your-online-newsroom\/"},"modified":"2026-02-25T22:03:25","modified_gmt":"2026-02-25T22:03:25","slug":"5-ways-to-infuriate-journalists-with-your-online-newsroom","status":"publish","type":"post","link":"https:\/\/info.maccabee.com\/blog\/5-ways-to-infuriate-journalists-with-your-online-newsroom\/","title":{"rendered":"5 Ways to infuriate journalists with your online newsroom"},"content":{"rendered":"

Is your online newsroom a warm and welcoming haven for the media who are vital to the success of your company? Is it an easily-navigable, content-rich destination that rewards journalists with the information they seek and reinforces your brand\u2019s reputation for transparency and accessibility?<\/span><\/p>\n

<\/p>\n

Or, is your online newsroom a forbidding media nightmare \u2013 a swamp of digital confusion seemingly designed to bedevil any journalists foolish enough to attempt to learn more about your company?<\/p>\n

We know that today\u2019s news media love online newsrooms: Two-thirds of the journalists surveyed by TheNewsMarket<\/a> admitted they visited a newsroom every week, and one-third visited an online newsroom\u00a0every day.<\/em>\u00a0Yet some of the country\u2019s largest corporations appear determined to allow their newsrooms \u2013 if they can be found at all \u2013 to serve as a dumping ground for old press releases, and little more.<\/p>\n

Why should your company invest in a high-quality online newsroom? Because if you don\u2019t provide a digital home for journalists on your site, they\u2019ll seek out less credible information from other sources about you. The good news is: at its best, your newsroom can serve as a content hub for your video, social media content, e-books, blog posts, recent media coverage, images of your CEO and logos \u2013 the kind of content that helps boost your company\u2019s ranking in search and makes it more likely that media coverage will be accurate.<\/p>\n

Guided by the principle that the best way to learn how to do something correctly is to see how it should NOT<\/strong> be done, here are five ways to frustrate and outrage any media who might try to visit your newsroom.<\/p>\n

#1 – FORCE THE MEDIA TO EMAIL OR FIILL OUT ONLINE FORMS TO REACH YOU<\/strong><\/p>\n

How This Newsroom Feature Will Torment the Media:<\/strong>\u00a0Say a writer wants to praise your company in the pages of the\u00a0Wall Street Journal, BusinessWeek<\/em>\u00a0or\u00a0Forbes<\/em>. Not a chance: Your newsroom is going to make it profoundly difficult to contact you, let alone figure out what you do and what customers you serve. In fact, you\u2019re going to force them to\u00a0email<\/u><\/strong>\u00a0your request to via a mysterious email address, leaving them helplessly praying that someone, anyone, reads it before their deadline passes.<\/p>\n

Our Counsel<\/strong>: It\u2019s strange that as the online-driven news cycle for journalists gets faster and faster, the trend in newsrooms appears to be forcing the media to slow down to a crawl so they can email an anonymous media contact who may, or may not, respond.<\/p>\n

\"Screen<\/p>\n

As more marketers adopt the fill-out-this-form techniques of inbound marketing, the habit has crossed over into how corporate communicators interact with media. An increasing number of newsrooms (such as this<\/a> one from H&R block) don\u2019t provide a human media contact, but rather ask that journalists email, call an anonymous phone number or, worst of all, fill out a form and submit it. See this form (at right) that Frito Lay threw up as an obstacle for journalists, which provides no idea of how long a response will take and with whom the media can follow-up with if they\u2019re on deadline. Make a journalist happy. Strip out the form or anonymous email address and add a name and direct phone number of a media relations professional.<\/p>\n

#2 BURY YOUR NEWSROOM DEEP<\/strong><\/p>\n

How This Newsroom Feature Will Anger the Media<\/strong>: If you want to irritate a journalist, force him or her to play \u201cWhere\u2019s Waldo\u201d on your website to figure out where you\u2019ve hidden your online newsroom. Yeah, you might find the newsroom on a site map or buried in the About Us section \u2013 but for some reason, web designers are designing online newsrooms as if they were hidden Easter eggs for journalists.<\/p>\n

Our Counsel<\/strong>: Our Maccabee agency\u2019s non-scientific survey found fewer than 10% of major corporate websites have a clickable newsroom button on the top navigation bar where it can be easily found.<\/p>\n

In fact, a corporation\u2019s newsroom button is typically buried in the footer within the About Us section. At other times, the newsroom button is invisible unless you dig through a site map like actor Nicholas Cage in the movie, \u201cNational Treasure\u201d (\u201cWait, if you look at the site map through Ben Franklin\u2019s spectacles, you can see where the hidden newsroom is!\u201d). Given how valuable the newsroom can be, why not proudly flag it prominently on your home page in all of its glory?\u00a0<\/strong>\u00a0<\/span><\/p>\n

\"CAGE\"<\/span><\/p>\n

#3 DON\u2019T PROVIDE LOGOS, PODCASTS, VIDEO CLIPS, IMAGES AND \u2013 MOST IMPORTANTLY \u2013 ANY PREVIOUS MEDIA COVERAGE\u00a0<\/strong><\/p>\n

How This Newsroom Feature Will Drive News Media Mad<\/strong>: Want to inflame a journalist? Restrict the contents of your newsroom to pdfs of press releases \u2013 older if possible, and without images certainly, so that your most important content is not at the reporter\u2019s fingertips.<\/p>\n

Our Counsel<\/strong>: Today, your PR staff have the opportunity to become publishers of \u201cbrand journalism\u201d\u2013 filling your newsroom with multi-media content, high-res images and video, a downloadable FAQ fact sheet or company timeline.\u00a0\u201cIt\u2019s invaluable if background materials such as fact sheets, recent announcements, and photos are readily available online,\u201d says Thomas Kupper, assistant managing editor for business news at the Star Tribune<\/em>. \u201cPictures often boost readership for a story online, and having background information available reduces the need to waste people\u2019s time with basic questions in interviews.\u201d Fully 80% of journalists responding to a recent NewsMarket survey said that downloadable video clips and images, provided by brands, was useful for their reporting.<\/p>\n

\"\u201cPictures<\/p>\n

Five years ago, most newsrooms catered to one audience \u2013journalists \u2013 and chiefly served as repositories for news releases. But today, your web analytics will reveal that your newsroom is frequented by influencers, referral sources, regulators, investors, distributors, wholesalers, retailers and, of course, even your own employees \u2013 all of whom know that the most updated information on any website is likely to reside in the newsroom.<\/p>\n

\"Screen<\/p>\n

For inspiration, a particularly content-rich newsroom<\/a> was created by Eden Prairie, MN-based C.H. Robinson.\u00a0The food gia<\/span>nt Mondelez (purveyor of Nabisco, Ritz, Oreos and Cadbury chocolate) offers an excellent example of an <\/span>Asset Library<\/a><\/span> containing logos, head shots of its management team, fact sheets and infographics.\u00a0But that welcome is undercut by<\/span>Mondelez\u2019\u00a0<\/span>Media Contact page<\/a>\u00a0(featured right)<\/span>, which requires either a phone call to a generic Media Helpline or demands that a reporter fill out an email contact form, with no names or phone numbers for specific corporate communications people. Love their Cadbury chocolate, but the Media Contact page could be improved.<\/span><\/p>\n


\n#4 HEY, YOU\u2019VE GOT TO HIDE YOUR PR PERSON AWAY<\/strong><\/p>\n

How This Newsroom Feature Will Irritate the Media<\/strong>: People like to deal with people. Journalists like to build an ongoing relationship with a PR or corporate communications person. So want to frustrate the media? Keep the name of your PR person secret on your newsroom \u2013 pretend that your media relations director is a mystery, as elusive as \u201cUsual Suspects\u201d villain Keyser Soze.<\/p>\n

Our Counsel<\/strong>: More than 50% of the corporate newsrooms we analyzed have no human being named as their Media Contact. Instead, these sites provide a generic email address (\u201cPR@company name\u201d), even though the identity of their<\/p>\n

PR spokesperson can be easily determined via LinkedIn. \u201cIn the digital age, we\u2019re always trying to move as quickly as possible,\u201d says Kupper. \u201cEspecially with smaller companies we haven\u2019t covered before, it\u2019s obviously a huge help if it\u2019s easy to figure out who the PR contacts are and to get ahold of them right away.\u201d<\/span><\/p>\n

The best online newsrooms identify the name of your company\u2019s media contact and provide that person\u2019s direct phone line and\/or cell phone and his or her email address, along with a headshot so the media know who they\u2019re dealing with. Even better, do as\u00a0HealthPartners<\/a>\u00a0has done and identify precisely which of your company\u2019s brands or service areas each Media Contact is responsible for. And check out how\u00a0Hazelden<\/a>\u00a0(featured below) prominently offers its spokesperson to the media\u00a0and then identifies its thought leaders for\u00a0interviews<\/a>.<\/p>\n

\"Screen<\/p>\n

#5 \u2013 MAKE YOUR NEWSROOM UNRESPONSIVE ON MOBILE<\/strong><\/p>\n

How This Newsroom Feature Will Bother The Media<\/strong>: When a producer, editor or news writer brings up your online newsroom on their iPhone or iPad, you have an ideal opportunity to thwart them \u2013 just don\u2019t make your newsroom responsive for mobile.<\/p>\n

Our Counsel<\/strong>: Accompany any working journalist today and you\u2019ll discover they\u2019re monitoring their mobile phone or tablet 24\/7 as much as any teenager. Yet to view many corporate newsrooms on a phone or tablet is to see text crushed and media contact names vanish. Know that if your news releases are archived as pdfs, they may not read well on a reporter\u2019s iPhone or iPad. As best practice examples, Ragan\u2019s PR recently chose some of the best corporate newsrooms on mobile<\/a>, particularly praising CocaCola, Cisco and H & R Block for ease of use on a cell phone. Check their newsrooms out on a cell phone, check your own newsroom out on your cell \u2013 and then, to paraphrase The Who, make sure anyone visiting your media room is happy \u201cGoin\u2019 Mobile.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Is your online newsroom a warm and welcoming haven for the media who are vital to the success of your company? Is it an easily-navigable, content-rich destination that rewards journalists with the information they seek and reinforces your brand\u2019s reputation for transparency and accessibility?<\/p>\n","protected":false},"author":2,"featured_media":2595,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\n5 Ways to infuriate journalists with your online newsroom - Maccabee Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/info.maccabee.com\/blog\/5-ways-to-infuriate-journalists-with-your-online-newsroom\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Ways to infuriate journalists with your online newsroom - Maccabee Blog\" \/>\n<meta property=\"og:description\" content=\"Is your online newsroom a warm and welcoming haven for the media who are vital to the success of your company? 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