May 17, 2016 / by Maria Materise

Only 6 percent of journalists say digital newsrooms meet their needs. And if you aren’t meeting journalists’ needs, they’ll pass over your brand and cover one of your competitors instead.

So how can you ensure you provide a positive experience for journalists and land media coverage? Make sure your digital newsroom is up to journalists’ standards.

A recent survey from digital communications platform ISEBOX reveals why journalists are unsatisfied with the resources communication professionals provide. Here are four reasons why your digital newsroom isn’t meeting journalists’ needs and what you can do to fix it:

1. It’s difficult to find information


When a journalist visits your digital newsroom, you want to make it as easy as possible for them to access the information they need. But more than half of digital newsrooms aren’t up to par.

Fifty-four percent of journalists surveyed said poor search tools were a major failing of digital newsrooms. Journalists are busy enough, so if you can’t give them the information they need right away, they’ll move on.

Start by ensuring the path to your digital newsroom from your website is clear. Then, include a search function within your newsroom to allow journalists to quickly search and find the information needed to cover your brand’s news.

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2. There isn’t enough information

Whether or not the information is easy to find won’t matter if it isn’t the right information. You need to ensure the information you provide meets journalists’ needs.

One of journalists’ major irritations is poor contact information, with 69 percent naming it as their top failing. Cision’s 2016 State of the Media Report echoes this sentiment with 42 percent of respondents saying communication professionals need to improve on providing information.

No matter how good your story is, if journalists’ are unable to contact you about it, they won’t cover it. Choose a dedicated contact for all media-related inquiries, and make their name, email and phone number prominent on your digital newsroom.

3. Your content isn’t timely or relevant


If you’re still promoting content about February’s Super Bowl, you should stop now. Journalists want information that is up to date and stories that are relevant for their audience.

Fifty-three percent of journalists surveyed by ISEBOX said a lack of current information was a significant factor in the failure of digital newsrooms. Out-of-date or incorrect information has no place in your digital newsroom.

Keep your digital newsroom current by updating it regularly. Continue to share new content on a regular basis, and check to ensure all contact information is correct and up to date.

4. You’re lacking multimedia

Attention spans have now dropped to eight seconds, less than that of a goldfish. Your audience doesn’t want to read lengthy text – and neither do journalists.

Cision’s 2016 State of the Media Report found that journalists saw multimedia journalism and video- and image-based content as two of the most important trends of 2015. But 65 percent of journalists surveyed by ISEBOX said digital newsrooms were lacking multimedia.

Journalists are pressured to provide multimedia stories just as much as you are. By providing journalists with images, videos and infographics that they can use in their stories, you’ll increase the likelihood that they’ll cover your brand.


Images via Pixabay: 1, 2, 3

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About Maria Materise

Maria Materise is a content marketing specialist for Cision. Formerly a copywriter, she enjoys creating content that excites and inspires audiences. She is an avid reader, movie trivia geek, Harry Potter fanatic and makeup junkie..