Whether or not ecommerce will pan out into long-term profits remains to be seen. But online sales aren't the Web's only harvests, and savvy communicators are leveraging the
medium to produce ROI in other currencies. A well-crafted corporate Web site can be just as valuable in creating operating efficiencies, building a market position or extending
the value of your corporate brand.
"Which is why when building a Web site, it's logical that PR manage the process," says Internet consultant Mitchell Friedman.
Unfortunately, the rest of your company may not readily agree to relinquish control of the Web to the PR department. "All the research I've heard about the role of PR and Web
sites suggests to me that any sort of assertion PR makes over the Internet is bound to ruffle some feathers," says Friedman.
To convince management you're worthy, you'll first have to become your company's Web authority.
"Rather than take the traditional route to get management to decree that everyone should listen to you about the Web, become a de facto leader," suggests Evan Kraus, VP and
director of technical services for APCO, a public affairs and strategic communications firm. "If you consistently work to bring [Web] value to the table, over time you will exert
a position in leadership that people will naturally gravitate toward."
Learn the technology and you'll gain respect - in the same way a baseball fanatic will always have final say in a dispute over the number of homers Willie Mays hit. Friedman
lists some helpful resources for would-be Web savants: