What Makes a Good Media Center?
What really matters here? What requirements do media professionals have for media centers? And who is actually the target audience for these?
The digital agency NetFederation from Cologne has discovered all this in their current benchmark. They examined the media centers of the 50 largest German companies based on various criteria. This resulted in super interesting insights, which we have summarized for you here.
Which is the BEST Media Center in Germany?
Of course, the ranking of the 50 companies is interesting - right? We definitely don't want to withhold that from you.
A few comments on this: Here, the wheat is separated from the chaff. A few frontrunners show the other media portals the way forward in media relations digital communication. As in the previous year, Porsche AG holds the top spot, followed by Henkel. The surprise climber of the year is Volkswagen AG - they jumped from 46th to 3rd place! 🎉
Incidentally, the media centers could achieve a maximum of 1,000 points. More than three-quarters of the maximum score was not achieved by any of the media centers examined.
The rather sad conclusion from the benchmark:The media portals fall significantly short of their potential – both in terms of content and technology. The positive preliminary work that is done on websites, for example with optimized career portals or sustainability information, is usually not implemented by the media centers.
“The development of media portals is stagnating. We see significant positive development in HR and CSR websites, but this is obviously not being carried over to the press sections. There are significant shortcomings in the provision of information, the dialogue capabilities of the websites, and user-friendliness,” says Christian Berens, Managing Director of NetFederation.
What Makes a Good Media Center?
After these sobering insights and the clear potential for improvement, the question now arises: what should you pay attention to in press portals and media centers?
NetFederation also found this out in their benchmark. Basically, you should pay attention to the following points when optimizing your media center:
- Always prepare reliable information in a way that is appropriate for the target group.
- Data should be presented clearly and be constantly available.
- Provide relevant and attractive accompanying material.
- When downloading photo and video content, usage instructions should be included.
- Ensure quick contact with experts.
- Leave the answering of standard questions to communication assistants.
With these tips, you guarantee a high-quality self-presentation in the media center and can simultaneously improve the relationship and cooperation with media professionals.
By now, not only media professionals use the media centers of companies, but also multipliers, influencers, and even analyst firms or employees. Therefore, optimizing the portals and the associated investments are definitely worthwhile to take a company's public relations/PR to the next level.
You can find all the detailed benchmark results here.
Source: NetFederation
Sarah Amler
Digital Process & Marketing Manager
Sarah was responsible for performance marketing, social media activities and digital onboarding in our software at aclipp.