PR + Web = Momentum

Category: PR, e-marketing
Posted by Nicky on 9th June 2006

Your business is continually communicating. 24 hours a day, 7 days a week. Your website, your keyword rankings, your media coverage, your ability to be found - your entire online presence is sending a message to your potential customers right now. We believe that fully integrating your PR programme with the online channel is the logical progression for effective marketing communications, and will be the next generation of PR consultancy. Here’s some reasons why:“Yes, we know our website’s rubbish - we’ve been meaning to do something about that.”

“Ignore what it says on the website. Our positioning has completely moved on from there.”

“Our website is okay, but it doesn’t really reflect everything that we do.”

These are just a few examples from real conversations with prospective clients. The first thing that we do before meeting a potential customer is to look at their website. And we’re pretty sure that they also look at ours. In fact, it’s highly likely that your website will be the very first opportunity for interaction with your prospects, and that their perception of your company (and your value to them) will be largely built on the initial impression that your online presence creates - good or bad.

At that same time, many companies are investing significant effort and resources in PR, promoting messages that can often be increasingly out of synch with the very medium that provides the most cost-efficient and effective fulfillment for these programmes - the web. In fact, very often, businesses will only overhaul their web strategy once the brand positioning driven forward by the PR is so far out of whack with the web presence that they could almost be produced by two different companies. Confused? The risk is that your customers certainly could be.

With PR and the online channel working together, you have the opportunity to deliver your messages to your customers using the most effective medium, whether that’s through traditional media, the online channel or direct to customers. Harnessing the online channel through expertly applying web development, online media and e-marketing techniques allows you to maximise the value of “pulse” activities, such as tradeshows and direct marketing, help create momentum to support the PR programme and deliver fully integrated, brand-building campaigns.

So, to paraphrase a recent advertising campaign, what does your website say about you?

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