The news media has changed radically.

You’re receiving fewer calls from longtime journalists you’ve built relationships with, and your media distribution list has withered. Yet your bosses are still demanding the same impressive media metrics.

The answer is to create your own newsroom and break your own news.

Here’s how we like to do it:

Create a news desk: Form your staff from PR, corporate communications, marketing, internal communications, social media—everyone who produces content in the organization should be involved.
Establish editorial standards: Everyone needs to be on the same page about how you talk about the organization. Hint: The less you mention your brand, the better.
Assign roles: You’ll need an executive editor, managing editor, content coordinator, writers, social media editor and photographer or videographer.
Set up an editorial calendar: Base this around your organizational goals and strategies such as DE&I, ESG, establishing your executives as thought leaders, etc.
Select story ideas: During regularly scheduled meetings your editorial team will decide which stories make the cut and how best to tell them, as well as setting realistic deadlines for completion.

To learn more about developing a news desk at your organization, schedule a call with Kristin Farmer here.