Journalists are no longer the only ones thirsting for company news, a fact that corporate communications pros know all too well. In an effort to appeal to audiences beyond the press room, many companies are retro fitting Web sites.

In December 2007, FedEx debuted the international module of FedEx Newsroom, featuring news produced for more than 14 international markets. The newsroom launched in the US in August 2007, marking the latest milestone in FedEx's collaboration with Ketchum Interactive. The ...