Interactivity and the Multimedia Newsroom

Interactivity: degree to which media functions such as forums, RSS, links and video are used for dialog purposes (functional interactivity); media and messages are used together to allow sender and receiver to reverse roles (contingency interactivity)

Multimedia: combination of text, photos, video and audio to create editorial content

(above definitions derived from the Oxford English Dictionary, Public Relations Online and The Process of Adopting Multimedia and Interactivity in Three Online Newsrooms)

Both interactivity and multimedia functions of Web 2.0 technology have become key in a corporation’s ability to communicate a message to their audiences. This is especially true in the case of online newsrooms. Here an organization has a chance to shine with their use of multimedia and interactive options.

SHIFT Communications saw the importance of switching from the traditional One-To-Many model to the new concept of One-Of-Many. In their Social Media Newsroom Presentation, SHIFT explains that although it will take a while to fully implement this new way of communication, it is key that companies directly engage with their constituent groups. SHIFT Communications designed a “Social Media Newsroom” template that offers the interactivity and multimedia that the One-Of-Many communication model supports. Please take a look at the Social Media Newsroom Presentation to understand SHIFT Communications thoughts behind creating this template.

As you can see in the image above, this Social Media Newsroom template still offers the traditional newsroom characteristics such as PR contacts, event schedule, and press releases. However, SHIFT has made this a multimedia newsroom by adding many social media applications to the page.

New social media tools support both the goal of multimedia and interactivity in a corporation’s online newsroom. These tools range from blogs and podcasts to RSS feed and wikis. Blogs and podcasts are used to get company messages across and establish a relationship with their stakeholders. Viewers can comment on the company blog, posing questions, ideas or personal stories. RSS feeds allow stakeholders to select the information they want to receive and then be notified as soon as new information is published on the web. Both of these allow the company and audience to engage in communication and share information.

Another big tool is the social media news release that provides viewers with both interactivity and multimedia. I will be going into more detail on this new press release in my next post.

In conclusion, it is apparent that SHIFT Communications understands the benefit of multimedia and interactive functions in an organization’s newsroom. Therefore, this template is a wonderful starting point for any company looking to enhance their newsroom and enter the social media realm.

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