Beyond the Corporate Digital Newsroom 2.0

Abstract

The focus of this chapter is to propose a reflection on the strategic potential of corporate digital newsrooms, usually a section incorporated into corporate websites with content having in mind the journalist's interest. The central question lies in knowing whether it will be possible to identify an evolution in corporate digital newsrooms, with companies redefining their media relations strategies beyond a 2.0 model, to meet the so-called 3.0 newsrooms, typical of a cyber journalism scenario, which operates in the virtual environment. This idea was taken from an article by Neto et al. that explored newsrooms at 'O Globo' in Brazil, 'La Nación' in Costa Rica, and 'BBC' in the UK, searching for differences between newsroom models 1.0, 2.0, and 3.0. Thus, two areas in the field of communication (journalism and corporate communication) come together to assess the role that corporate digital newsrooms play in the interactions between both sides.