We interviewed several journalists from broadcast, newspaper and online outlets to find out what information they find most important in a corporate media newsroom. The responses almost unanimously included the following elements:

Press Releases

The journalists we spoke with said they are more inclined to read a press release if it's posted online as opposed to sent via e-mail. Journalists receive so many e-mails per day that even ones containing valuable information often drop to the bottom of the inbox.

Having a link available that the media can click on at their convenience puts them in control of gathering the information when they have the time and are in the mindset to develop a story. Some journalists also mentioned that it's helpful to not only have the most recent press release available but to also be able to view previous releases.

Graphics

Newsroom e-mail programs are often equipped with sensitive spam filters designed to keep unwanted information at bay, and that often includes attachments.

Rather than sending graphics, such as photos, as part of an email, a more appropriate approach is to make them available online in a media newsroom and provide a link for media to download the graphics, if needed.

Company Background

According to the journalists we spoke with, a media newsroom should be a "one-stop shop" for information about the company that is pitching the information. This includes background information such as a brief company history, number of employees and areas of expertise. This information helps journalists put a company in context and provides basic facts that could be an important part of shaping the story.

The information found in online media newsrooms should be straightforward, well-organized and thorough. If a journalist can develop the bulk of their story based on the press release, graphics and company background found online, you have made their jobs easier. And that is key when it comes to building positive, long-lasting relationships with the media.