In the mid-1980s, the pet food company Fancy Feast ran an ad campaign that showed a white-furred cat being called to a dinner of mushy cat food, served in a crystal goblet. “Good taste is easy to recognize,” said the narrator of the commercial—a sentiment that usually extends far beyond pet food. 

From where I sit, in the world of PR and communications, good content is just as recognizable: it engages, educates, and inspires trust, even when served cold. Whether it’s an op-ed in a national publication, a thought leadership article on LinkedIn, a blog post that breaks down complex ideas, or a white paper that captures industry insights, great content—like wet gourmet cat food served in a glass—stands out from the clutter.

(While I can’t verify this 100%, I believe the above paragraph is the first time anyone has compared gourmet cat food varieties with how strategic communications firms should be thinking about content development). 

While the merits of cat food are a subject for a different blog post, the question I am going to try and answer here is: What must communications agencies do in order to ensure content development at the highest level? 

I think the answer lies in what is today, much like a 1980s TV commercial, a relic of the past: the newsroom. 

A newsroom serves as a central hub for journalists, editors, producers, and other staffers to work together to produce news content—whether it be for a newspaper, magazine, TV or radio station, or an online, digital platform.

(When I was a journalist at The Jerusalem Post, our newsroom and main building was an old poultry factory. Fun fact: the basement printing press smelled like chicken.) 

But I digress. 

A newsroom serves multiple purposes: news gathering and reporting, fact-checking, content production, editorial board meetings, breaking news reporting and real-time updates. For those media outlets that still have vibrant newsrooms, it is the beating heart of any publication. 

What Does This Mean for Communications Agencies?

Today, most communications agencies pitch stories to journalists and hope for coverage. Some offer digital marketing and some original content creation. But to truly help clients breakthrough, we must really be all of the above – and more. We must serve as creators, editors, publishers, videographers, researchers, and breaking news reporters. We need to not only help our clients produce content, but to edit it in a way which captures their voice without being overly self-promotional. We need to not only be on top of breaking news, but ensure our clients are part of those news cycles; we must not only help our clients write op-eds, but make sure they are pitched, placed, published and promoted in the correct media outlets.

In short, we must embrace an old-school newsroom model that brings together writers, editors, producers, social media gurus and subject matter experts who collaborate to generate a steady stream of content that aligns with the clients’ brands and messaging.

The newsroom approach allows agencies to produce everything from timely op-eds and insightful blogs to comprehensive white papers and engaging newsletters. A newsroom-driven agency can respond quickly to breaking news, identify emerging trends, and help clients establish themselves as trusted voices in their industries.

Why a Newsroom PR Model Matters for Non-Profit Organizations

Gova10 is fortunate to work with a range of non-profit organizations, each of which is doing incredibly impactful work. For non-profit organizations, the newsroom model is especially valuable. Non-profits often need to educate the public, mobilize supporters, and attract funding—all of which require compelling content that cuts through the noise. By building an internal newsroom, we have been able to help our non-profit clients tell their stories in powerful, authentic ways, including the ability to:

• Advocate effectively: Develop op-eds and articles that amplify their mission and bring attention to critical issues.
• Build community: Use newsletters and social media posts to keep supporters engaged and informed.
• Demonstrate impact: Create white papers and case studies that showcase program successes and drive credibility with funders.
• Stay agile: Respond to policy changes, current events, and new research, ensuring they remain relevant and authoritative while also enabling them to be part of relevant industry news cycles.

Non-profits often operate with limited resources, and an agency with a newsroom-driven approach can act as an extension of a non-profit organization’s team—providing expertise, editorial oversight, and strategic guidance to increase coverage opportunities and maximize the mileage for every piece of content.  

Putting the Writer at the Center of Content Development

To build a successful newsroom, you must start with talent. A critical piece of Gova10’s newsroom is our exceptional content team—a group of four highly skilled writers and editors whose versatility allows us to craft a wide variety of content tailored to our clients’ needs. Working in close collaboration with both our media relations team and our digital team, they help secure broad and meaningful coverage for every client we serve.

As the demand for diverse, high-quality content continues to grow, agencies that embrace a newsroom model will not only meet but exceed client expectations. They will become indispensable partners in their clients’ long-term success.

Just like good taste, good content is easy to recognize—and it’s essential for any organization that wants to lead in its field.