What all local news websites need: A Welcome mat

All I was trying to do was dig out email addresses for a few local media contacts in Wales. Simple, ay? That’s what I thought. Before I tried.

We all know how social media has changed the goalposts. We all know that good journalism harnesses the power of conversation.

So, what’s the first thing you’d expect to see when you arrive on the doorstep of a local website? A Welcome mat. Right? Come on in. Pleased to meet you. Join the conversation. We’re human.

Through the Media Trust, I’ve enjoyed helping an inspirational person called Jo Hendry. Having already run the London Marathon this year, she’s now preparing to bike from the top to bottom of Wales to raise money for Crossroads, the charity that supports carers and those they care for (and particularly those suffering with dementia). Great cause. Great challenge. Great lady. Meet Jo at Wheels across Wales 2009.

I set her up with a free Wordpress.com blog (she’s loving it) a Flickrstream, and made it easy for anyone to sponsor her online through JustGiving. I also said I’d find a few local media contacts so she could let them know she’ll be passing through.

Many local search results directed me to Trinity Mirror’s mighty WalesOnline portal, which carries a modest ‘Get Involved’ link in the header, directing readers to a form page. No names. No friendly faces. But the line: “If you have any problems, call our newsdesk” Now, there’s nothing wrong with forms, but you could hardly call the tone warmly engaging.

At the Johnston Press-owned North Wales Chronicle, I had to scroll down to the footer to find a ‘Contact Us’ link, which took me to a page with a form and, thank you, a phone number. Then I discovered the ‘Newspaper’ tab in the header, linking to a page with the names of the editor and ad manager, but no email addresses. Then, two tabs along, ‘Community’ which links to an ugly landing page, with – as an afterthought – a link to a page telling readers how to send in texts … and that’s where I found a news@northwaleschronicle.co.uk email.

Local radio websites were a mixed bag. I gave up on Radio Cardiff because I couldn’t get past the black-and-blue, extra-terrestrial nightmare of a home page. (Maybe it’s an age thing).  Red Dragon FM, by contrast, was eager to introduce me to its presenters. The music may not be my bag, or the design, but I did feel like someone wanted to shale my hand.

I wanted to include hospital radio (because it does a brilliant job and because of the charity involved). And what a breath of fresh Welsh air I found at Rookwood Sound. It’s run by volunteers, of course, and the website reflects the fact. (It’s bery RED). But after 30 seconds I felt I’d met everyone at the station and knew I’d be welcome to join their conversation.

To be fair, local websites have travelled a huge distance in the last two years, with committed journalists doing their best against the odds. But this exercise brought home how ‘media; is truly only half the story now and forever. ‘Social’ comes first. No relationship. No journalism. No business.

Of course, there’s always another way. Search for the Brecon and Radnor Express, and you’ll find is a single page. No banner. No pictures. No news. No ads. No Welcome mat. Just a floating block of text, like a classified ad on a whiteboard, with their phone number … and the most-easily located email address of the lot!

• Oh, yes. And if you have a moment, please drop by Jo’s blog (and maybe leave her a message of support and spare a few coppers). Thanks.

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