I am not a journalist (but I blog and tweet). And in most cases, I am not a shareholder (but I could be once my next bonus comes in.) But, one thing I am is a consumer—of information that is. In the last few years of my life I’ve been transitioning from my old, academic self to my real world, professional self. The old me enjoyed debates over issues and theories. The new me craves information about the products I buy, the companies I support, the trends of industries I care about, and, oh yeah—trying to keep up with the political world of Washington DC right outside my window.

The NYT is my homepage and, after Facebook, Google is my most visited site. And let’s say this time I’m looking for information about you. What are you? My cable company? My energy provider? My favorite retailer? It doesn’t really matter, but let’s pretend earlier today I had an interaction with one your frontline staff and said to myself, “Hm, haven’t heard much about them recently. I wonder what they’re up to.”

You didn’t make the NY Times this month and I haven’t seen you in my Twitter feed, so obviously I go to Google—“Company name, news.” Great, first item, Company name—Newsroom. (I really hope it doesn’t say ‘Company name—Pressroom’ and you’re hoping I’ll find information there. I’m not the press. It must not be for me.)

What am I going to find when I link to your site? Do you have your “latest and greatest” news organized in a long list of latest press releases from the company? Boring!

What am I hoping to find?

• A banner or part of the site with featured news stories and compelling images that catch my attention and direct me to the top stories from your company
• Concise and compelling stories and multimedia from the company that are easy for me to skim/browse on the web, and share with my network on the channels of my preference
• Links to the other channels (blogs/social media) on which your company actively shares your news
• And, if you really want to impress me, give me a place where I can comment on your news or read the opinions of others who are reading your news as well.

There are fewer specialized journalists in today’s media world, and your company’s news may be less likely to make it into the big-name publications and broadcasts. Solution: tell your own news! And tell it in a way that engages the various stakeholder groups who might be looking for it (newsrooms today are not just for journalists).

Here are two companies I’m loyal to as a case in point: Gap, Inc.—I love you, but if your brand is to help people express their personal style, your newsroom definitely doesn’t show your sense of style, nor catch my attention. Verizon—kudos on a newsroom that highlights your top stories and grabs me with compelling multimedia.

If your newsroom looks more like Gap’s than Verizon’s, never fear: we’re wrapping up a new set of materials to help you make it better. Stay tuned—we’ll share highlights in early April!