18 months ago *Coca-Cola made a bet that storytelling would be the cornerstone of 21st century communications.
It replaced its corporate website with a digital magazine Coca-Cola Unbottled and launched food and music channels. “We realised that people like to smile,” says Ashley Brown, Group Director of Digital Communications and social media.
Newsrooms should be at the heart of a company’s online presence. There’s no need to have separate social media and traditional newsrooms – they have or should have merged together.
Companies need to think about how their news is consumed. This needs a strategy that includes both external and internal audiences.
According to a 2014 report, the vast majority of organisations are not taking their online newsrooms seriously and have a long way to go to fulfilling their potential.
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