Organizations use their website to communicate corporate social responsibility initiatives and
commitment. Some of the information is published in digital newsrooms, where it appears in
the form of a statement. This study analyzes and compares the IKEA virtual press room in Spain
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and Australia and its impact on the main digital news titles. To carry out this research, a content
analysis has been used of both the press releases published during 6 months by the Swedish
multinational in both countries, as well as the news disseminated in the Spanish and Australian
digital media that address topics highly similar to the notes of corporate press published by
IKEA in Spain and Australia.
The results show that the structure of the IKEA media portal and its contents indicate that it
has been designed with the journalist in mind. However, the scarcity or absence of several tools
that facilitate the work of the communication professional leaves ample room for
improvement to convert the digital press room into a more effective and complete
environment for journalists. It is concluded that IKEA's social responsibility generates media
interest and a significant part of the CSR topics in its virtual press room are also addressed in
digital media. However, there are few corporate communications that play the role of source
of information for the journalists who write this news.