The state of the art of Italian digital corporate communications: A stellar year for digital corporate communications as Italy makes great strides toward transparency
In the 17th edition of the Webranking research, covered exclusively by L’Economia del Corriere della Sera we found that Italian companies are catching up with Europe, making tremendous improvements with regards to their performance in the research.
We evaluated the online communications of 111 listed Italian companies, to find how they are working to satisfy the needs of their stakeholders. Now the task at hand is to go beyond the copying information from the annual report and onto the website, creating a cohesive and coherent narrative on where the company has been and where it is headed.
The Italian edition of Webranking research is conducted by Lundquist in collaboration with Comprend.
We believe that Webranking contributes to creating a stronger culture for transparency in Italy, as it continually pushes companies to raise the bar.
Sara Rusconi, Content Stategist and Lundquist Partner
2018 marks a definite turning point for Italian companies
Significant strides have been made by Italian companies in achieving transparency in their digital corporate communications in recent years, but this year marks a definite turning point. Not only are companies narrowing in on the gap between their European counterparts, but we’ve seen some companies like Pirelli and Cattolica Assicurazioni make leaps forward in ways we haven’t seen in almost a decade, with two companies improving by over 50 points since last year’s edition.
This change has shaken up the ranking, as Pirelli and Italgas muscle their way into the Italian top 10, joining the ranks of the historic champions of corporate transparency. That said, the stable presence of Eni, Hera and Snam in the top three positions underscores the importance of consistency and longevity when striving for excellence.
The extraordinary results this year prove that Italian companies have proven their commitment and dedication to transparency online. With that said, it is time for them to take on a new challenge: moving from corporate disclosure to engaging meaningfully with their stakeholders.
Italy’s best improvers of Webranking 2018-2019
Convince the market with strategic vision
Disclosing data on the company’s performance is a prerequisite to transparency (something Italian companies are good at), but the numbers mean little without context and an explanation to how they fit into a long-term vision (something which Italian companies are less good at).
Governance weighs in on investor decisions
Issues relating to environmental, social and governance (ESG) topics – and the way that companies deal with them – are coming under increasing scrutiny by institutional investors. As ESG criteria begin to weigh more heavily in the investment decision making process, Italian companies need to do more to meet these growing needs.
Going beyond simple disclosure
Corporate sustainability continues to gain interest in the eyes of stakeholders, as evidenced by recent legislation passed by the European Commission, requiring companies to report their performance also along non-financial indicators. Although this has led to an increase in disclosure and moved large companies to be more aware of their role and impact they have, it is not without its pitfalls.
Defining a solid corporate identity
The role of the corporate website is not just to inform and update shareholders or comply with corporate regulations, but also an opportunity for companies to tell their own story and express a point of view. On this front, Italian companies are moving in the right direction, but there is still more work to be done.
How Webranking can help you
The Webranking analysis allows you to define solutions to improve your digital presence, understand digital trends, compare to peers, generate internal engagement, and identify pathways for future improvement.
For further information about the research, to receive the highlights with the score per areas and to order a tailored, interactive report, please contact:
Anthony Swain, [email protected]