Trends in online media relations: Web-based corporate press rooms in leading international companies

An analysis of 120 corporate websites from Denmark, France, Germany, Norway, Singapore, Spain, the United Kingdom and the United States reveals, for the first time, international results about the implementation and use of virtual press rooms. This article shows the importance that large international companies attribute to Web-based media centers to achieve organizational objectives and to meet journalists’ demands for information and audiovisual resources. The study also shows, however, that most press rooms are far from being complete, efficient, easy-to-use, reliable and updated on a daily basis. In fact, there is not a single country from those analyzed that consistently stands out from the rest. In most of them, good results in certain areas coexist with significant shortcomings in others, resulting in some cases in poor press rooms that may not achieve the desired public relations objectives.