Newsrooms used to feel like digital filing cabinets. A place where press releases went to…well, die. Today they work as living storefronts for your comms. Reporters check them before interviews, stakeholders rely on them for clarity, and search engines reward them when they deliver real content. About 60% of major brands had a newsroom or live press section on their website in 2025, according to PRLab’s annual public relations report. That number keeps climbing as teams look for ways to publish faster, stay in control, and keep distribution tight. What makes the best newsrooms stand out is more than just layout, it’s the strategy behind it. Aviation teams prioritise operational updates. Healthcare teams emphasise accuracy. Automotive brands want room to showcase innovation. Energy companies talk about milestones and transparency. Universities highlight research and achievements. The structure changes, but the purpose stays the same: publish confidently, make stories visible, and keep audiences engaged & informed. In this blog, we’ve put together newsroom best-practice examples across industries, plus a clear look at what every newsroom needs to deliver at a high level. |
A strong newsroom brings together three things: clarity, speed, and reliability. The mechanics behind that experience matter as much as the content.
Reporters rarely have time to search through maze-like corporate pages. They want fast access to facts, visuals, and spokespeople. Stakeholders want the same. Your newsroom should help them get there in three clicks or fewer.
Categories, tags, and a logical content flow help reporters move quickly. Aviation, healthcare, and higher education newsrooms rely heavily on this clarity.
High-resolution images, videos, and downloads reduce back-and-forth. Travel and automotive brands especially depend on this.
Newsrooms with clean URLs, metadata, structured content, and a regular posting cadence tend to rank better. PRLab found that high-performing press releases typically earn between 5 and 20 backlinks per campaign in 2025. That only happens when content is easy to find.
And now there’s a new layer: AI-search visibility. With generative overviews now dominating search results, your newsroom must be machine-readable and built for citations, not just clicks.
Once a story is live, it needs to reach the right people fast. A newsroom strategy without distribution is just a website - so don’t skimp on the extra features when you’re shopping for your next newsroom tool.
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PRODUCT SPOTLIGHT |
PR teams need approved content ready to go, especially in aviation, healthcare, and energy. It reduces delays and gives comms more control over the narrative.
A shared inbox helps comms teams stay aligned and avoid double work. Reporters appreciate quick context, and comms teams avoid inbox chaos.
Whether you operate in Denmark, Germany, or Dubai, the newsroom should reflect the brand and present a unified identity across languages and locations.
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RESOURCE ALERT |
Different industries shape their newsroom priorities around their unique needs.
Aviation teams deal with operational complexity and time-sensitive updates. Automotive brands run on product cycles. Healthcare teams put accuracy first. Energy companies need transparency. Universities build communities around achievement and research.
Presspage supports newsrooms across all of these sectors, so we can look at real examples without guesswork.
Aviation comms happens under a spotlight. Delay updates, route announcements, fleet changes, sustainability projects, safety messages, and corporate news all land in one place. A clean, structured newsroom helps manage that volume.
Lufthansa uses Presspage to publish operational updates, brand stories, and international releases across regions. The newsroom keeps content organised through tagging and clear navigation. Stories load quickly, visuals are easy to download, and journalists can sort by a range of different topics.
Why it works:
“Now that we’re independent, one person can create everything and, at any time of day, push the button and it all goes out. This gained independence is, I think, one of the biggest steps forward.”
- Fabian Kieper, Corporate Communications, Lufthansa Group
Aviation newsrooms rely on clarity more than anything. Newsrooms that allow fast publishing across teams perform better because the industry moves fast.
Automotive teams communicate in cycles. New models, design updates, battery tech, sustainability programs, partnerships, and mobility innovation all compete for attention. Reporters want visuals, clear specs, timelines, and a straightforward overview of what is coming next. A good newsroom helps keep that rhythm tight.
The smart media newsroom delivers a clean, modern experience that matches the brand. Product announcements, design stories, company updates, and strategic partnerships sit side by side in a structure that is easy for journalists to navigate.
Why it works:
“We have seen incredible growth of 450% (from 50.000 in ’21 to 225.000 in '22) in visitor views to our newsroom!”
- Gunjan Khandelwal, Specialist PR and Communications, smart Automobile
On top of all this, your newsroom can even help boost sales. Recent studies estimate that car buyers research more than 20 online and offline touchpoints before a purchase. A good newsroom can become one of those sources, especially when stories combine clarity, visuals, and technical details.
Energy communication moves fast and carries weight. Teams publish updates on grid modernization, sustainability milestones, policy shifts, community partnerships, innovation pilots, and long-term investment projects. A newsroom becomes the central place to keep those stories clear and searchable.
EPI runs one of the strongest sector newsrooms in North America; Electric Perspectives (EP). EP brings together policy updates, regulatory news, workforce stories, clean energy progress, and industry-wide commentary in a layout that reads fast and feels familiar to both journalists and stakeholders.
Why it works:
Energy brands that publish proactively tend to reduce confusion, maintain stronger relationships with regulators and policy influencers, and keep stakeholders aligned during high-scrutiny moments.
In 2025, this matters more than ever. The sector sits in the middle of the clean-energy transition, and every update needs clear communication to land with the audiences watching it the closest.
Travel brands rely on emotion and visuals. Reporters expect galleries, videos, itineraries, and people-focused stories that bring locations and experiences to life.
Kerzner runs one of the most polished travel and hospitality newsrooms on Presspage. Every story includes high-quality imagery, ready-to-access contact information, and a consistent structure that helps journalists work faster.
Why it works:
Travel brands that publish consistently see stronger visibility. Around 25% of businesses publish more than 10 press releases a year, according to SEO Design Chicago’s 2025 press release analysis. In travel, the teams publishing more frequent updates usually win more attention.
Healthcare comms carries a different weight. Accuracy matters. Credibility matters. Transparency matters. Newsrooms in this sector must be seen as reliable sources of truth.
The newsroom is structured, easy to navigate, and filled with well-researched articles, patient-focused stories, and organisational updates.
Why it works:
Trust still drives healthcare communications. Edelman’s 2025 Trust Barometer reported that healthcare remains one of the top three most trusted sectors globally. That puts pressure on teams to publish clear, accessible, factual content. A good newsroom helps maintain that level of trust.
“Thanks to Presspage, we spend less time alternating between multiple applications and systems, and can put more time into engaging with our audiences, enriching their experience and building an authentic brand narrative.”
- Volker Knauer, Head of External Relations, Sana Kliniken
Universities publish news at a pace most industries never see. Research breakthroughs, student stories, partnerships, funding rounds, academic commentary, and institutional updates. Without a clean newsroom structure, content gets buried and stakeholders miss what matters.
The University of Manchester needed a way to publish faster and run tracking on every story they released. After switching to Presspage, the team unlocked tighter workflows and clearer visibility across their PR activity.
Why it works:
“Social media traffic to our website has dramatically increased. More people than ever before are reading our news and staying on pages longer.”
- Jamie Brown, News & Media Relations Manager, University of Manchester
Universities stand out when their research is accessible, their structure is logical, and their newsroom acts as a single source of truth for fast-moving academic, institutional, and community-focused updates.
While each industry works differently, the fundamentals stay the same. A newsroom is one of the few places where brands control the full story. Social media scrolls fast. Email gets messy. Newsrooms act as the fixed anchor where stakeholders find verified information.
Brands publish stories in formats reporters actually use: text, visuals, kits, links, and quotes. That structure helps teams avoid rewriting the same information for multiple audiences.
A newsroom that stays updated shows momentum. Out-of-date newsrooms undermine trust instantly. Consistent updates reflect an active and transparent organisation.
Search engines reward content libraries built on clear metadata, clean URLs, and regular posting. Newsrooms with archive depth tend to rank better than those without.
No matter how spread out or international your team is, the right newsroom can become your shared content pipeline. Teams post locally but maintain a unified experience.
Instead of multiple teams publishing independently, the newsroom becomes a shared hub.
With Presspage, teams can track media engagement history, collaborate on distribution, and keep context organised.
When an announcement needs to go out at speed, templates, pre-approved statements, and direct distribution give comms teams real control. No need to chase last-minute approvals.
A newsroom is not just a home for content. It is a publishing workflow, a distribution engine, and a credibility tool.
The best newsrooms keep communication accessible. They present information clearly, load quickly, and work across regions. Aviation teams use them for operational transparency. Automotive brands show innovation. Healthcare and energy teams publish reliable updates.
Strategy shapes all of it. Teams that publish with intention gain visibility, stay organised, and build better relationships with audiences and reporters.
A newsroom works when it helps people find the information they need without friction. Across industries, the teams that invest in a strong newsroom strategy tend to stay ahead.
What will you do?
Take a look at our newsroom software page to experience Presspage in action!