Australian organisations failing to utilise websites as a media tool: we rate the sites of 10 major corporates

published June 2002

Websites have the potential to be a great tool for both media and organisations.

For media, they can provide a means of accessing a wealth of information and getting answers to most questions at a time of their choosing - anonymously.

For organisations, they are the opportunity to provide a resource that makes media want to come to their site for information rather than to their competitors'.

Or so you would think.  Many journalists will tell you they generally find websites a poor resource, too ‘corporate’ in focus and not a significant help to them.  Meanwhile, many organisations will say that media are simply not interested in websites and that, while they have a section for media or a ‘newsroom’, it's basically done because they feel they have to.

And judging from a survey ‘PR Influences’ has done, we would have to agree - with both points of view. 

How do the big companies measure up?

A study of some of Australia’s biggest companies has revealed huge differences in how they approach online newsrooms.  We’ve looked at the websites of 10 major companies - five of the top listed companies on the Australian stock exchange, and five of the biggest advertisers in major newspapers in 2001. 

The final list consisted of the National Australia Bank; BHP Billiton; Telstra; Commonwealth Bank; Westpac; David Jones; Harvey Norman; Coles Myer; Qantas and Optus.

The criteria we used included how easy it was to find media-specific information from the home page of each website; whether there was a specific section of the website devoted to the media; and how extensive the range of information was.  For example, a list of recent press releases is pretty standard fare, but did the websites also offer a photo library; useful contact details; or biographies of the company directors?

Who’s doing it right and who’s got it completely wrong?

You could be forgiven for thinking that organisations with the resources and public awareness of those listed above would have excellent online newsrooms. 

The reality, however, is very different.  Based on our criteria, the only organisation to score well was Telstra.  And even they had their “newsroom” link buried a long way down its home page.  BHP Billiton was the second best.

What were some of the more glaring mistakes or omissions? 

The Commonwealth Bank scored a dubious first for us - the first site we have seen that actually requires journalists to log on before being able to access parts of the newsroom.  Information that journalists must provide includes full name, email address, phone number, and postcode.  It’s understandable that banks may be a little wary of some journalists’ motives, but this is no way to build relationships with key influencers of public opinion.

David Jones virtually ignores the media on its site.  There is no specific area containing information for journalists.  Instead, useful information such as company background, press releases and annual reports are in different sections on the site, requiring a journalist to hunt down what they need.  It seems unlikely that most would bother.

The Coles Myer website contains a fairly comprehensive media section, but it does not make it clear on the home page where to find this.  Instead of being able to go directly to “News Room” from the home page, journalists must first choose to go to “Corporate Information”, and can then click through to “News Room”.

So what are the questions you should asking when you set up or update a website?

• Are you genuinely providing a site that adds value for the media? It’s great - and essential - to provide an archive and repository of facts, figures, speeches etc. But the website should go further - much further.

• Think about all the resources you have at your company that were developed or designed for the media. Why shouldn’t they also be on your website? This includes photography, biographies, presentations, speeches and press kits.
• Make it easy to find the information! You may want to put your annual report under an "Investors" or "Corporate Information" section. But it makes sense to also put it in the "News Room" section. You don’t want to make journalists trawl through your entire site to find something. Most of the time, they just won’t bother.
• Are you meeting the needs of journalists who have special requests and interests? Do you provide some simple statistics or facts that are ‘media friendly’ and in layman’s terms and which encapsulate key aspects of your business (e.g. "on average one out of every three Australian has at least one of our products in their refrigerator at any one time").
• Are you using the site to direct media to appropriate people for further comment? If a number of key executives have the authority to speak to the media on their area of responsibility do you spell this out and give their appropriate contact details?
• Do you have a policy of providing information on issues impacting on your business? Do you provide a separate section with a history and development? Do you provide a summary on your position? Do you provide links to other useful sites to help media research the issue thoroughly?

In the long term, your online newsroom can become more and more proactive, rather than simply a repository for information.  You can include announcements of forthcoming events or sponsorships.  Address current issues.  Provide previews of products or launches. Post immediate comment on issues of the day and your organisation's position on it.  The possibilities are endless!

In a forthcoming article we’ll talk about some of the principles involved in creating genuine ‘on-line newsrooms’.

But meantime it’s evident from our preliminary research that many Australian companies have yet to recognise that a web site can be a powerful tool to gain a competitive advantage with one of their most important audiences - media.

Click here to see the results of our analysis of Australian corporate websites.

PR Influences is produced by Network PR, a Sydney-based pr agency which specialises in business, technology and online communication. For further general information view Network PR’s website, or email us at network.syd@networkpr.com.au for specific assistance.