Teach the Old Dog Some New Tricks

I recently received a great question from a friend of mine. He manages strategic communications for the city of Marietta, Georgia and wanted to know how to get reporters to start checking the city’s online newsroom.

They need to be retrained.

Reporters like to get the latest information -- straight from the horse’s mouth -- and they want confirmation the information they have is, indeed, the most up-to-date.

If you want reporters to go to your website or online news room, give them something to go there for.

Before you direct media to the site; make sure it is always current. Even if you don’t have a press release to post, post the mayor’s schedule or the day’s major events. Show reporters your site is not an afterthought. A stale site loses credibility.

The Colorado Springs Police Department puts its most recent information on its police blotter. PIO’s continuously refer reporters to the blotter and now many reporters know to check it first.

Next, start promoting your site. Outgoing voicemail messages, emails and other releases should advise reporters to check the website for the latest information. Update posts regularly and indicate when to expect the next. Rather than say, “for the latest city news, visit our online newsroom at..” say, “for the latest on tonight’s State of State address, check our hourly updates online at...” Remember the online newsroom is designed to give news, not fluff. Northwestern University's Rich Gordon says traditional skills are most important.


On big stories, set up a blog and use your resources. According to PRSA Tactics, Northern Illinois University turned to its J-School to update the school's website when a student opened fire on a classroom there in 2008.

In press releases (most are sent via email) include a link to the website. CBS 4News Assignment Editor Misty Montano suggests PR professionals should stop handing out video news releases and mug-shots the old fashioned way. Post video, documents, mugs, etc on the website.

Tip: Establish RSS feeds or email alerts. Will Sullivan at the Poynter Institute suggests using Twitter for breaking news.