Are you missing out on an obvious - and cost-free - way to build your database of media and other stakeholder contacts? "From a PR standpoint, there are things that people
should do with their Web sites that they don't," says John Snow, president of Titan Digital Communications (formerly Rand Interactive). Snow recommends building an opt-in
function allowing stakeholders to sign up to receive more information on your company right into the homepage of your site - not just in special areas like the investor relations
or media relations centers.
"Have a way on your homepage for people to sign up to get information. It is amazing how fast that list builds, and you have a way to communicate instantly with people. Your
Web site can make your business much more efficient, can make you as a company communicate better and can help you communicate with your audience."
Using that list for email campaigns can also garner instant feedback: Titan Digital, for instance, created three different pieces of email creative for a client and sent them
out at 10:00 a.m. on a Monday to a small sample of the client's list. By Monday afternoon, the client knew which piece was generating the greatest clickthrough and was able to
blast that piece to 500,000 stakeholders the next day.
(Snow, Titan Digital Communications, 410/752-6111, [email protected], http://www.dancingtitan.com)