“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

2 What & Why School of Institutional Communications School of Institutional Communications Personal research: Church communication over the Internet Personal research: Church communication over the Internet Research conducted between Research conducted between dioceses: Bogotá, Johannesburg, Los Angeles, Madrid, Manila, Melbourne, México City, Milan and São Paulo. 9 dioceses: Bogotá, Johannesburg, Los Angeles, Madrid, Manila, Melbourne, México City, Milan and São Paulo. Interviews (webmasters / journalists) + Observation of the sites Interviews (webmasters / journalists) + Observation of the sites

3 Internet & the Catholic Church Internet’s role in communications. Internet’s role in communications. Internet affects Church’s communication: Internet affects Church’s communication: 2,000 years of history without Internet 2,000 years of history without Internet But crucial in today’s world But crucial in today’s world Subject of communication: faifthful & others Subject of communication: faifthful & others Websites = multidimensional realities Websites = multidimensional realities

4 Websites = multidimensional realities Contents/services Technical instruments ManagersVisitorsand Context of reference Website Communication Model

5 P R O J E C T E V A L U A T I O N P R O J E C T E V A L U A T I O N P R O J E C T E V A L U A T I O N P R O J E C T E V A L U A T I O N I. A Cluster of Contents and Services II. A Collection of Technical Instruments that Make Accessible Those Contents and Services III. A Group of People Who Produce, Update and Promote the Site IV. A Group of People Who Access the Site Context or Relevant Market

6 Catholic Diocesan Websites what they offer, the way they offer and why Institutional communications what they offer, the way they offer and why Institutional communications No ideal website: variable environment + diversity of circumstances No ideal website: variable environment + diversity of circumstances Guidelines / Suggestions Guidelines / Suggestions

7 General Observations Websites as “open intranets” Websites as “open intranets” No contradiction between INFORMATION & EVANGELIZATION No contradiction between INFORMATION & EVANGELIZATION Websites are means, not ends Websites are means, not ends Improve website promotion & accessibility Improve website promotion & accessibility

8 Specific Observations Importance of Title and Description tags. Importance of Title and Description tags. Search engines: search + presentation Search engines: search + presentation Browsers: bookmark Browsers: bookmark Approach visibility from users’ perspective Approach visibility from users’ perspective Self-evident labels & interaction: respond to expectations, avoid frustration. 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. 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 Don’t make obsolete what is not: time indicators

9 Challenges for Web Managers Quality requires constant evaluation Quality requires constant evaluation Professionalism of the website team Professionalism of the website team Technicians and communicators wanted Technicians and communicators wanted Continuous training Continuous training Financial coverage: advertising, online donations... Financial coverage: advertising, online donations... Internal communications affects visitor’s attention Internal communications affects visitor’s attention Users’ quality > user statistics Users’ quality > user statistics Benchmarking & Networking Benchmarking & Networking

10 Pod and Webcasting Why not?... Better: for what purpose? Why not?... Better: for what purpose? Permanent or mid-term value Permanent or mid-term value Importance of testimonies Importance of testimonies Only if it enrichs: music, etc. Only if it enrichs: music, etc. Journalists are not interested, but in pictures Journalists are not interested, but in pictures Some examples webcasting: Pope’s election, WYD (video-casting), sqpn.com Some examples webcasting: Pope’s election, WYD (video-casting), sqpn.com

11 Journalists & Diocesan Webs Journalists = main target of MR Journalists = main target of MR Website MR faster & more complete Website MR faster & more complete But: But: MR ≠ main activity of diocesan websites MR ≠ main activity of diocesan websites Journalists ≠ primary target Journalists ≠ primary target Conflictual relationship Conflictual relationship Suggestions / Complaints Suggestions / Complaints

12 Journalists’ View Understand journalists’ constraints Understand journalists’ constraints Time Time Transparency Transparency Relevancy Relevancy Supplying adequate tools to inform Supplying adequate tools to inform Diversity of sources Diversity of sources Major collaboration: web team & media officers Major collaboration: web team & media officers

13 Parameters for MR Expertise Expertise Willingness to reply Willingness to reply Being good interpreters and able to make sense of the information Being good interpreters and able to make sense of the information Clarity Clarity Favouring internal networking Favouring internal networking Favouring multi-focal perspectives Favouring multi-focal perspectives Coherence Coherence (Prof. Carroggio, 2002)