In today’s financial services environment, few companies have failed to recognize the importance of the Internet as a delivery channel for information and services to potential and existing members.  While a great deal of attention and resources are dedicated to the most high profile sections of company's Web site (homepage, member services page, products pages, etc.) one section that lags behind the rest is the online newsroom.  William Mills Agency expert Kelly Williams asks the question, "what constitutes an effective online newsroom?"