If measurement is PR's Holy Grail and if the Internet is the cup from which practically everyone drinks, then it's only befitting that the two go hand-in-hand to produce some
tangible results for the profession. But can they?
The "Summer 2005 Business Barometer," a measure of small business online activity released late last month by consultant group Interland (Atlanta), suggests they can.
The study surveyed more than 750 small-business leaders and showed that their Web activity - as it relates to usage, sales, marketing, building credibility and measurement (see
charts) - is alive and kicking.
"Web sites are invaluable for PR pros and their clients," says Peter Delgrosso, VP of corporate communications for Interland. "Research has proven that having a fully
functional, powerful Web presence offers a tremendous opportunity to generate leads and build the brand."
Beyond the merited assumption that the Web has a growing place in the hearts and minds of businesses and consumers alike, senior PR managers can reap its many tangential
benefits: the transparency a well-maintained, frequently updated Web site offers; the leads generated when consumers use a client's Web site; the opportunity it provides to
display primary research and presentations; and, of course, the ability to pin down that elusive measurement beast.
"Any type of interactive marketing is very measurable in comparison to traditional strategies," Delgrosso says. "You can measure clicks and online purchase records."
That alone is worth an investment by PR pros in a Web presence but, for corporate departments, the battle often extends to getting an (ahem) older, stubborn and slightly
archaic CEO to embrace new technologies like podcasting, blogging or search-engine optimization. The best weapon in convincing the boss of the benefits is to show him or her the
money a la Jerry Maguire.
"This isn't brain surgery," Delgrosso says, "but your wins and your gold stars depend on it."
Contact: Peter Delgrosso, 404.260.2500, [email protected]