The news cycle is the heartbeat of the media industry — a continuous process of gathering, analysing, producing, and distributing information.

In this fast-paced environment, Belga News Agency has taken a pioneering step to transform how news is created and communicated.

With the introduction of Belga.share, which was a finalist at the recent INMA Global Media Awards, the agency completes the news cycle in a way that bridges gaps, fosters collaboration, and enhances efficiency for journalists and PR professionals alike.

A holistic approach to the news cycle

Belga News Agency has a century-long legacy of delivering factual, high-quality content across multiple formats. With 135 dedicated employees and a 24/7 operation spanning Brussels and Sydney, it is still a cornerstone of reliable news production.

However, we understand that staying relevant in today’s dynamic media landscape means looking beyond traditional roles.

The concept of Belga.share was born from a simple yet powerful insight: to truly serve the news cycle, the creation and communication of news must be seamlessly integrated.

Belga.share achieves this by combining real-time news production, media monitoring/analysis, and press release distribution into a single, cohesive platform: Belga.press.

The traditional news cycle often operates in silos, with journalists and PR professionals working independently, sometimes inefficiently. Belga.share changes this dynamic by creating a two-sided marketplace where these roles intersect productively.

Belga.press provides real-time monitoring of agency wires and print, online, and multimedia items from all Belgian publishers, helping communication professionals align their messaging effectively with current events — all within a walled-garden system respecting publisher’s rights.

Belga.share streamlines the press release process, allowing PR professionals to manage newsrooms, send targeted releases, ensure timely delivery feeding the Belga agenda, create new triggers and address journalists’ need for precision.

Journalists can create personalised profiles to receive relevant press releases and enhance their visibility, reducing information overload and fostering stronger connections with PR professionals.

Completing the news cycle 

Belga.share is not just a tool; it is the missing link in the modern news cycle. Traditionally, the cycle involves the creation of news content by journalists, followed by its distribution through various channels.

However, Belga.share expands this process by creating a feedback loop where PR professionals can monitor how their messages resonate and journalists can refine their content using real-time insights.

This integration addresses a key industry challenge: 85% of news is planned, while only 15% is unforeseen. Belga.share ensures that both planned and spontaneous events are handled with the same level of efficiency and precision.

Turning innovation into impact

The journey to Belga.share’s launch in 2024 was guided by careful planning, iterative development, and collaboration with stakeholders.

Early features, such as real-time notifications, media monitoring, and PR-focused analytics, have already proven their value. Initiatives like journalist newsrooms and PR labs have been refined to ensure the platform truly fulfills its promise of completing the news cycle.

The platform’s integration into Belga.press has also amplified its reach, connecting over 40,000 users — including 5,000 journalists — with communication professionals in an ecosystem designed to foster collaboration.

This cohesive approach has transformed Belga.share from a standalone product into an essential tool for media professionals, creating a powerful synergy that drives the news cycle forward.

It empowers journalists to focus on impactful reporting while enabling PR professionals to deliver their messages with precision.

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