- US companies make up 70% of top ten global newsrooms
- Coca-Cola tops benchmark study
London, 26 February 2013: Mynewsdesk has released a report looking at how the world’s top 100 brands are using online newsrooms and found US companies are setting the best example, accounting for seven of the top ten. The report found that while many of the top 100 brands are delivering a positive newsroom experience, there are many areas for improvement with, for example, 35% of newsrooms containing information (such as executive bios, annual reports, fact sheets and product listings) that was out of date.
The Mynewsdesk benchmark study – What’s the Story? – is available for download here. It took the top 100 global brands (as identified in Millward Brown’s 2012 Brandz Top 100) and benchmarked them against a set of criteria looking across seven categories, including content, social media and contact.
Of the top ten
- Cisco fared best in ‘discovery,’ with its newsroom’s optimised content propelling it to the top of organic search results
- Intel and AT&T were some of the best at creating compelling content, both with a good frequency and quality of posts with AT&T adding an events calendar and useful media kit
- Microsoft offered some of the best multimedia content and was one of the few to host infographics in its newsroom
- Coca-Cola was one of the best at including and linking to social media channels, with the links showing just how popular each channel is with a subscriber count
- GE and Mastercard both stood out in the contact category, making it easy for press and interested parties to find out more
Coca-Cola (79%) and Siemens (72%) topped the ranking, but elsewhere scores were mixed. Despite 98% of brands surveyed having a newsroom, the average score was 38% suggesting that, while some brands were hitting the mark in some areas, there is still a substantial amount of work needed.
“A newsroom is often the first port of call for influencers looking to find out information about your company,” said Peter Ingman, CEO at Mynewsdesk. “Our study shows that, for even some of the world’s most recognised brands, there is work to be done when it comes to providing the necessary content and information.
“In the digitally connected world in which we now live, a newsroom needs to be much more than just a repository for press releases. Stocking a newsroom with value added content – from blog posts and opinion pieces to images and video – will help you tell your brand story in a more engaging and effective way.”
Getting in touch
One of the areas where brands fell down was when it came to providing effective contact details for visitors, with 26% failing to do this and 45% leaving out contact details on press releases. The option to sign up for company updates was often lacking, with 70% of newsrooms failing to offer any sort of email alerts. Locating information was generally difficult too, with 39% not including a search function.
Pictures tell a story
Brands also overlooked the importance of multimedia content, with 40% failing to provide even the most basic of image libraries and only 51% featuring video. Where image libraries did exist, they were often poorly stocked and limited in variety, with images of employees and customers only featuring in 44% of them. Nearly half (49%) of brands failed to meet the minimum image or video quality level required for publication. Similarly, 71% failed to embed multimedia within news stories.
The full benchmark report - What’s the Story? - offers best practice guidelines and top tips for a successful online newsroom, with practical information, expert opinions and real-world examples. Download the full report free of charge here.
Based on a decade of experience developing newsrooms for companies across the world, the Mynewsdesk team devised a set of best practice criteria, in conjunction with professionals from across the communications industry. Mynewsdesk then evaluated the top 100 global brands (as identified in Millward Brown’s 2012 Brandz Top 100) against these criteria and assigned each a score, up to a maximum of 58 points.
The companies assessed were: Coca-Cola, Siemens, MasterCard, FedEx, Nissan, Santander, Pepsi, Cisco, Microsoft, UPS, Sony, Google, General Electric, HSBC, H&M, VW (Volkswagen), Telecom Italia, SAP, Walmart, BMW, Orange, Standard Chartered Bank, IBM, O2, Tesco, Shell, AT&T, T-Deutsche Telekom, Visa, Honda, BP, Verizon Communications, Pampers, Starbucks, Toyota, Gillette, Target, Chevron, Disney, Mercedes-Benz, Scotiabank, Facebook, HP, DHL, Apple, Accenture, eBay, Red Bull, Intel, Marlboro, Nike, MTN, IKEA, Amazon.com, Bharti Airtel, China Telecom, Petrobras, TD Bank Financial Group, China Mobile Limited, Citibank, Carrefour, Vodafone, McDonald's, NTT DoCoMo, Samsung, Oracle, State Farm, Sberbank, RBC, L'Oreal, The Home Depot, Aldi, China Life, Chase, American Express, Commonwealth Bank of Australia, Sinopec, Industrial and Commercial Bank of China, Kentucky Fried Chicken, Exxon Mobil, MTC, Subway, PetroChina, Wells Fargo, Budweiser, Telcel, Tencent, Movistar, Louis Vuitton, Agricultural Bank of China, Colgate-Palmolive, U.S. Bank, Ping An, China Construction Bank, Moutai, ICICI, ZARA, Baidu, Hermes Paris, Bank of China
Mynewsdesk is the leading all-in-one newsroom and multimedia PR platform.
Over 30,000 brands as diverse as Coca-Cola, Google, Ford, Canon, LG, Lego, IKEA, L'Oréal, and EMI use Mynewsdesk to manage and measure their PR activity, achieve greater online visibility across search and social media, connect with their key influencers, and tell their stories.