The online newsroom is the part of organization's website that one create specifically for the media. This chapter provides ideas on how to create a valuable newsroom of own. When news releases are posted on the site, search engine crawlers find the content, index it, and rank it based on words, phrases, and other factors. A newsroom is an important part of any organization's website and a critical aspect of an effective media relations strategy. The Kellogg Company uses its newsroom for search engine optimization (SEO) purposes and as a tool to reach various audiences, including reporters and editors who cover the company. One important consideration that many marketing and public relations (PR) people overlook when considering the benefits of a newsroom is that one can control the content, not the IT department, webmaster, or anyone else.