PressPage serves as the central hub for company media: press releases, blogs, articles and rich media such as videos, images presentations, sound files. Our specialised news publishing technology can help your company regain control over its reputation. Continuous evolution helps you stay atop advances in web technology and social media. Intuitive interface, enabling you to publish text, images, video, polls and comments quickly and easily, or to enable chats at the click of a button. User-friendly integration of advanced social media functions will cover everything from Facebook newsrooms to language-based Twitter searches and social distribution.

1. Mark Ragan, CEO,
Ragan Communications
NEWSROOM
STRATEGIES
for healthcare &
educational institutions
Bart Verhulst, Co-founder & CEO,
PressPage

2. Present newsroom technology that is uniquely
designed to add workflow efficiency and distribution
effectiveness; allowing brands to tell an engaging and
optimized online story that is published straight into the
search and social worlds.
in partnership with

3. Business model of traditional publishers under pressure
Brands spend less on advertising

4. Existing business model can’t finance earned media
Reduced sources for coverage & content creation
Less opportunity for free publicity
What happens with your news?

5. Corporate story can fall prey to ‘content decay’
Reliability as main comms tool?
PR pro’s using the power of social
Where is your content for everybody to find?

6. So the new strategy is to become a publisher!
“Stop begging the media, become the media!”
Every Company = Media Company
But what is blocking your start?

7. Understaffed newsrooms:
Fewer reporters to feed the
media beast
Technology has removed
many cost barriers
Free distribution channels:
YouTube,Facebook, Twitter,
Google+ and more…
Reporters now tap into social
media channels for stories
What has changed?

8. Stop Begging the media
Become the media instead

9. EC=MC
Newsroom
strategies for
healthcare &
educational
institutions

10. Newsroom = uninspiring & under-performs
If it is a hassle to post… You’re not going to!
Technological obstacles lead to strategy failure

11. Most common newsroom mistakes:
Besides relevant content for your audiences…
!
1. Press-release graveyard!
• A listing of your press-releases; written as a press-releases; uninviting and
uninspiring to other audiences…
2. Outdated content!
• The newsroom really should be the most dynamic area of your website:
“You are what you tell…”
3. Absence of multimedia content!
• There are so many more ways to tell a story than just text! Imagery and
video can do so much to empower your message. Studies show
tremendous increase in views.
4. Not allowing for peer-to-peer or expert sharing!
• No stronger brand ambassadors than experts and friends.
• “Just because your organisation does not have XYZ social presence, does
not mean your audiences should bot be able to share your content on it”

12. Most common newsroom mistakes:
WHY?

13. Newsroom based on standard web CMS tool
Built by general web designers; not specialists
Design was one dimensional; by the client
Project became expensive & incomplete

14. What makes a good newsroom..?
Besides relevant content for your audiences…
!
• It should be a central hub where all your content resides
• Is within within your website -but with a reach far beyond- where your
news content is presented in a compelling, rich and real-time manner
• Allows your news to be pushed out to your (selected) social
channels and guides visitors back to your website = traffic!
• A place where different sets of audiences can become inspired and
informed by what you have to tell on a 24/7 basis
• Makes it easy for everybody to find, access and share your content…
• Provides you the right metrics to analyse your comms ROI.
!
• And last, but not least, it should use technology that is directly
accessible to the comms team and specifically designed to do
what it is supposed to do: empower your message!

16. Allow visitors to
easily search content:
text, videos, images, sound,
files, SlideShares,
infographics…

17. Offer easy
access to all your
rich content.

18. Allow for easy
navigation to
different type of
content.
Provide
quality RSS
feeds for your
content.

19. Make your contacts
accessible by giving them a
‘face’ and ‘social personality’
as well as contact
details

23. What was the foremost reason for the Shepherd
Center to launch their newsroom?
“Our online newsroom is the hub for our content marketing
efforts, which began in earnest in mid-2013. PressPage
provides the technology platform that allows us to promote
our various forms of content – articles, photos, videos,
infographics, SlideShare presentations – via the channels
where our audiences are spending time. It brings readers
back to the newsroom and often to our hospital’s general
website for even more information.”

24. A newsroom’s
Hub & Spoke
model
Push out your
news… Bring
back visitors

27. Social distribution to
Facebook company page
and/or multiple personal profiles,
Linked company page and/or
multiple personal profiles, and
multiple Twitter feeds (all
optional per article).

28. But the media
will find you as
well!

30. Case studies:
Education
• Education plays a central role in society.
• Knowledge institutions need to share their
knowledge for credibility and attention: “In the past
we could buy media attention… Now we have to
earn it or publish it ourselves”
• Attract new students (by means of peer-to-peer
sharing on social channels)
• Keep (future) students, staff and alumni informed
and involved
• Acclaim their thought leadership (patent
registration and breakthrough research)
!

33. • Adwords campaign discontinued in July = sharp drop
in traffic
• “Adwords visitors were not loyal enough to ensure
steady returning visits”
• Newsroom launched in May; soon built up traffic based
on good content with a hub & spoke approach (not
"paid bait" but “news”)
• Performance increase; cost decrease
Case study:
Nyenrode
New Business
School
Visitors Adwords Visitors Newsroom Visitors Total

34. www.presspage.com