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Three sins brands commit in their online newsrooms

5th September 2013


A brand’s web presence must reflect the brand honestly and clearly, as it is usually the first point of call for journalists and customers looking for information. But many brands are failing to show themselves in the best light online claims a study from newsroom specialists Mynewsdesk. The study analysed the online newsrooms of the top 100 global brands, to see how accessible and helpful these are. Criteria used included looking at the content provided, multimedia resources, social media links and contact information offered.

One of the most basic areas where brands fail is that over one third (35 per cent) contain out-of-date information. Adam Cranfield, head of marketing at Mynewsdesk explains: “This could be anything: whether executive bios, annual reports, fact sheets or product listings. With these being the 100 biggest brands in the world, it is staggering that they are failing to keep their information up-to-date, but even more so when one considers that many of these are publicly listed companies where reporting of out-of-date information could have a direct, negative impact on their business.”

The table below shows the brands that scored lowest in Mynewsdesk's study:



Areas where brands fall down on their websites:

Not all news is bad news, however. Some brands, including Coca-Cola, Siemens and Mastercard, are combining a strong content strategy with effective digital newsroom platforms, as you can see from the table below. These brands underline valuable lessons about how to create and distribute great content online.



Good-practice guidelines:

Methodology

Mynewsdesk evaluated the top 100 global brands from the Millward Brown’s 2012 Brandz Top 100 during the last months of 2012. The criteria for scoring each newsroom included accessibility; the content provided; multimedia available; search functions; social media and contact details.

Mynewsdesk's full report.



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