PR News, with Prudential Financial and more, to Teach How to Build a Brand Newsroom

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Speakers from Kaiser Permanente, Prudential and Wieck will instruct public relations professionals how to gather and curate timely content that influences industry experts.

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Designed specifically for communications and marketing professionals, PR News will host the upcoming webinar on “Building a Brand Newsroom From the Ground Up” on January 22, 2015 from 1:30 to 3 p.m. ET. At this webinar, a panel of communications experts will go through the step-by-step process of selecting a newsroom model, developing an editorial calendar and publishing content and constructing that content so that it is easily found and shared.

Recent studies show that C-level executives and technical industry professionals are unimpressed by content that is too self-serving to brands. These key influencers seek quality content that provides actionable industry information, which in turn has a meaningful impact on a brand if it is provided within that brand's newsroom.

Speakers for this January 22 webinar include Lisa Iurato, of Prudential Financial; Vince Golla at Kaiser Permanente; and Tim Roberts at Wieck. To register for this webinar, visit:

Webinar speakers will dive deeper into the following steps in building a newsroom:

  •     Choose a newsroom model that suits one’s brand and message
  •     Assemble a newsroom team with the necessary skills
  •     Develop an editorial calendar for regularly creating and publishing new content
  •     Understand and adhere to the ethics of journalism
  •     Create content that is easily found and shared online
  •     Look to all areas of a brand as sources of content
  •     Become a source of information for journalists, bloggers, employees and the public
  •     Recruit and work with outside contributors including writers and editors
  •     Increase the visibility and awareness of a brand’s content, and by extension, the brand’s products and services

Raising brand awareness and expanding a customer base means taking a brand’s message directly to the public. But it’s not enough to just produce content in-house and push it out through various digital and social channels. Brands today need an operation that generates journalist-quality content in a timely fashion that is flexible and can stay on message.

For more information or to register online, visit

The registration rate is per office location and come with a full year of online access to the on-demand version. There are also CDs available for purchase. For registration questions regarding this webinar, contact Rachel Scharmann at rscharmann(at)

PR News is a daily intellectual hub that serves the communications and marketing community at corporations, agencies and nonprofits. The PR News Group focuses on honing and growing PR practitioners’ skills in social media, crisis management, digital PR, measurement, employee relations, media training, CSR and writing through its flagship newsletter, webinars, conferences, awards programs, workshops and guidebooks. With the launch of its weekly newsletter over 70 years ago, PR News has remained dedicated to supporting the growth of communicators all while keeping them abreast of the latest news affecting the industry. For more information, please visit

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Rachel Scharmann
PR News
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