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Daniel Arasa Pontifical University of the Holy Cross Maynooth, October 16, 2007

“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

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Daniel Arasa Pontifical University of the Holy Cross Maynooth, October 16, 2007

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  1. “First impressions count: learning from websites of Roman Catholic dioceses”Analysis of nine internationalwebsites from a communications perspective Daniel Arasa Pontifical University of the Holy Cross Maynooth, October 16, 2007

  2. 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

  3. 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

  4. Websites = multidimensional realities Contents/services Technical instruments Managers Visitors and Context of reference Website Communication Model

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

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

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

  8. 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

  9. 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

  10. 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

  11. 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

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

  13. 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)

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