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“First impressions count: learning from websites of Roman Catholic dioceses” Analysis of nine international websites from a communications perspective Daniel Arasa Pontifical University of the Holy Cross Maynooth, October 16, 2007 What & Why School of Institutional Communications Personal research: Church communication over the Internet Research conducted between 2002-6 9 dioceses: Bogotá, Johannesburg, Los Angeles, Madrid, Manila, Melbourne, México City, Milan and São Paulo. Interviews (webmasters / journalists) + Observation of the sites 2 Internet & the Catholic Church Internet’s role in communications. Internet affects Church’s communication: 2,000 years of history without Internet But crucial in today’s world Subject of communication: faifthful & others Websites = multidimensional realities 3 Websites = multidimensional realities Contents/services Technical instruments Managers Visitors Website Communication Model and Context of reference 4 Website Communication Model E VALUATI O N Context or Relevant Market IV. A Group of People Who Access the Site III. A Group of People Who Produce, Update and Promote the Site II. A Collection of Technical Instruments that Make Accessible Those Contents and Services I. A Cluster of Contents and Services PROJECT 5 Catholic Diocesan Websites what they offer, the way they offer and why Institutional communications No ideal website: variable environment + diversity of circumstances Guidelines / Suggestions 6 General Observations Websites as “open intranets” No contradiction between INFORMATION & EVANGELIZATION Websites are means, not ends Improve website promotion & accessibility 7 Specific Observations Importance of Title and Description tags. Search engines: search + presentation Browsers: bookmark Approach visibility from users’ perspective Self-evident labels & interaction: respond to expectations, avoid frustration. Usability tools: print-friendly formats, send to a friend, link to this site, etc. Pretty good job. Don’t make obsolete what is not: time indicators 8 Challenges for Web Managers Quality requires constant evaluation Professionalism of the website team Technicians and communicators wanted Continuous training Financial coverage: advertising, online donations... Internal communications affects visitor’s attention Users’ quality > user statistics Benchmarking & Networking 9 Pod and Webcasting Why not?... Better: for what purpose? Permanent or mid-term value Importance of testimonies Only if it enrichs: music, etc. Journalists are not interested, but in pictures Some examples webcasting: Pope’s election, WYD (video-casting), sqpn.com 10 Journalists & Diocesan Webs Journalists = main target of MR Website MR faster & more complete But: MR ≠ main activity of diocesan websites Journalists ≠ primary target Conflictual relationship Suggestions / Complaints 11 Journalists’ View Understand journalists’ constraints Time Transparency Relevancy Supplying adequate tools to inform Diversity of sources Major collaboration: web team & media officers 12 Parameters for MR Expertise Willingness to reply Being good interpreters and able to make sense of the information Clarity Favouring internal networking Favouring multi-focal perspectives Coherence (Prof. Carroggio, 2002) 13