SUMMARY: Bring others up to speed on your organization’s current status by consistently sharing news about your people and their activities. The Martin Charlton Communications Newsroom journalists work with you to identify and create a volume of stories. This series of blogs explains why that matters.
A website is an important tool to help you connect with those you need to reach.
There are some standards everyone who visits a website expects to find.
But there is more you could be doing to turn your website into a tool that deepens relationships, generates confidence, and promotes broader understanding.
As explained in our previous blog post, that’s especially important when you are innovating.
Visitors to a site like to see who works at an organization. Facts – such as names and titles – are important and accurate — but are uninspiring.
Who you are is so much more. There is your character, your experiences, your choices and accomplishments that help round out the picture of what kind of person you are. Stories about this gives others a sense of the relationship they can expect with you and your team. It gives them insight into what drives you and inspires confidence that you are the right people to achieve what is intended.
Publishing an address is helpful so others can locate you.
But the story of why you choose to be located there – the factors that went into that decision, the challenges and successes you’ve had being there and the support you provide and experience in that community and region – help others recognize the opportunity that exists. It is one of those choices that tells them more about how you think and operate as well as what you value.
The “about us” section on your site can succinctly explain what your organization is trying to accomplish.
But that summary should be supported with the stories about your efforts, the lessons learned, the challenges faced, the goals accomplished and the recognitions awarded.
Say what you do and then do what you what you say. Your stories demonstrate you are doing what you say.
There is a basic story of your organization, but every organization has new stories develop.
Telling these many stories over time helps others see how you are progressing and brings them along on your journey. If you doing something original, these stories of your journey will help others to recognize and share your perspective.
Consistently updating your website with news stories about the people and activities of your organization gives your contacts a better understanding of you than those basics you find on any and every website.
NEXT IN THE SERIES: Our next blog post will explain how telling your news stories supports your other publicity, marketing and business development efforts.