Companies and organizations want to share their side of the story directly to influencers and customers. Many are seizing this opportunity with an online newsroom. Traditionally, online newsrooms were catered to media with press kits, but now, they seek to engage other stakeholders—such as analysts, investors, consumers and even employees—with dynamic content that is news-driven and shareable.

As Sparksheet’s Toby Murdock points out, “The efficient digital HuffPo/Gawker model is moving from web pioneers to traditional media publishers and even brands—who are applyin…