The Ultimate Guide to Managing a Brand Newsroom


  • How are you going to bring it to life?
  • Which of the target audiences identified above is it aimed at?
  • What team members will be involved
    and how much of their time will it take?
  • What key messages will come through?
  • How will it be distributed and promoted?
  • Which goal is it tied to and how will you measure its success?

You can create your content calendar in Excel or Google Sheets, and populate it with all
the important campaigns for the coming year. This might include:

  • Important company dates: High-level
    dates to include here may be the beginning and end of the financial year, budget deadlines,
    expected product launches, the organization’s anniversary and major annual events.
  • Planned PR activity: Using a
    color code, mark off planned press releases, interviews, forward features, social media posts,
    advertising campaigns, and blog activity.
  • Planned events: Mark off exhibitions
    the organization plans to attend, as well as conferences and speaker opportunities. Does the company hold a sales conference,
    an annual think-in, or a corporate team-building exercise? Include that too.
  • Holidays: What day does Christmas fall
    on this year? What public holidays do your target audiences celebrate? What dates will kids
    break up from school for the summer? These things impact your employees as well as consumers.

Also, write out the steps from an idea to a pitch to an approval. Set a deadline for new
ideas. Describe the way to submit a new idea, the components which should be added in a proposal,
and the process for approval.

Lastly, include the day and time of a recurring meeting to go over the content calendar and
discuss upcoming articles. Add instructions for the people involved in the calendar meeting
so they can come prepared (invite other departments if they will repurpose the content so they
can plan accordingly).

Create your content calendar using
the tips laid out above.

Once your main body of content is created, you’ll need supporting assets: striking images,
social media cards, voiceovers, graphic design. Make sure you’ve booked time with all the
team members you’ll need to make it happen, from photographers to designers to freelance writers,
and that they all know in what capacity they’ll be involved.

Once you’ve got a solid first draft or cut, it’s time to get your piece edited.

  • Keywords and keyphrases: do some research
    on the words or phrases people are likely to type into Google when they want a product or
    service your company provides. Then, create some content for them to find when they hit
    return. Your keyword should be used in the page title, in the sub-headings, and sprinkled
    through the text.
  • Length of articles: Google wants
    to give its users the best possible answers to their questions and queries, and for that
    reason, most of the articles that can be found on page 1 of Google are more than
    2,000 words long. Articles should have at least 750 words, but try to include some
    long-form content in your calendar too.
  • Hyperlinks: they can be
    used to link to related articles and other parts of the website, and strengthen the
    internal infrastructure of your webpages. If you have partnerships with other
    (well visited) websites, set up agreements where you link to each other’s pages.
  • Rich content: means pages
    that have video or audio files embedded as well as text. Make sure your team maintains
    a focus on producing multimedia content, and any time you have video content that
    relates to your blog posts, include it on the page. Your users will stay on your
    site for longer when you do.
  • Image optimization: Google can’t
    read images, but it can read the words that you use to
    describe them. This is another opportunity to use the keyword you chose above. Use phrases
    people might search if they were looking for your site in both the image title and alt
    text boxes. Additionally, sites that load slowly rank lower in Google. If you use lots
    of images, make sure to resize them before you upload them to make sure your site loads
    quickly and this doesn’t affect you.

Make a plan to optimize any content
that’s already in your newsroom for SEO.

Often, several stakeholders will need to be involved in the editing process, providing feedback
and approval at every level before publishing.

  • Email marketing:
    Send a mailshot to your database
  • Social media:
    Share it on Facebook, LinkedIn, Twitter and Instagram (hint, you can do this more
    than once for best results!)
  • Earned media:
    Engage with journalists and see if you can get some local, national, or trade coverage
    for your latest campaign.
  • Events:
    You can hold a public event to create even more of a buzz around your campaign.

Through this process, you should also be keeping a close eye on feedback – what comments
are appearing on your posts? Are they positive or negative? Do they need a reply? Who’s engaging,
and who’s not? Feedback is an essential part of the process, ensuring you get the credit when things
go well, and that you can identify learnings for next time.

With extensive preparation and editing rounds before publishing content, most likely you
will not have to make any edits after something has been published. To be prepared, however,
describe what to do after a content piece has been published and it needs to be removed/amended.

You can create benefits for the whole organization by working together instead of in silos.
For example, if you have a launch event and you’re issuing a press release to the newsroom,
you can share some of the extra photos you’re not using in the release with the social media team.

You should also maintain good relationships with leaders in other departments, as they are
often the subject matter experts you will rely on for thought leadership pieces. One way of
doing this is by helping them advance their reputation; if you create a great piece of thought
leadership featuring some of the company’s senior leaders, help them to promote it easily on social
media so they get the kudos and you get more traffic.

Get to work! It’s time to start
creating and distributing your PR content.

1 2 3