NEW YORK: Dow Jones has redesigned its press site as a public-facing blog that provides stories about the company and its flagship publication, The Wall Street Journal.
Debuted this month, the blog's target audience is reporters, current and prospective employees, and the general public, said Dow Jones CCO Paula Keve. Previously, the blog was an internal site aimed at employees.
The new site's objective is to “delight, entertain, and build culture,” Keve said. Recent entries include a video with Wall Street Journal reporter Elizabeth Bernstein about marriage, a clip of Journal columnist Ralph Gardner Jr. speaking about Chinese fortune cookies, and an article about Dow Jones employees giving back during the holidays.
“It used to be that if a reporter wanted to get the scoop on a company, it was hard to find employees and get into the company walls. PR was the conduit,” said Keve. “But now, reality is being painted and carved out for you without the input of a PR team. No matter what, the truth inevitably comes out, and we need to embrace transparency.”
Dow Jones' corporate communications team, including nine staffers in the US, two in Europe, and one in Asia, manages the blog. Keve is looking to hire two more staffers in Hong Kong, she said.
“Overall, the mission of my team is to express evolving culture, and I see corporate communications as the curator of Dow Jones' news,” she explained. “We will find, create, and curate those messages to tell our story externally.”
The company will link back to the blog and drive traffic to posts via social media sites, media outreach, and broadcast outlets.
“The beauty of having all this content live externally is you can amplify certain announcements where you see fit,” Keve added.