By Helene Sheeler-Johnson
The one thing you can bet your bottom dollar won't change in
this ever-changing world of technology is that every red cent of
your budget will be scrutinized--right down to that bottom
dollar.
Nothing is more painful than having key elements of a
beautifully crafted plan hacked away because of budget constraints.
It's like losing a limb, yet you're still expected to win the race
as if all your appendages are in fine working order.
The key is not falling into the trap of allowing PR to
unwittingly be given a supportive rather than a proactive roll in a
company's Web-site responsibility. You must map out interactive
elements and a Web-site presence well in advance.
While it's seldom easy or pleasant to get your virtual foot in
the door of an area traditionally considered to be marketing's
territory, you have to do it. Educate your client or company as to
why it's akin to leaving money on the table if you don't. Here are
a few examples of how to make it work:
Rethink the role the Internet can play within the PR
function
When constructing your PR plan, think about all the ways you can
use interactive, video and Flash Web-site elements, and make them
part of the process. Line up all assets and plan how they can be
used for consumer or media Web-site events, analyst briefings,
investor calls and press announcements.
Find out the specifics of marketing's presentation plans to the
sales team, for buyers and for consumer advertising. If nothing is
planned that PR can use, offer to produce assets that also can be
used by marketing. This way, PR can employ the power of the
Internet while maintaining a consistent message throughout all
facets of communications, all the while saving time and money by
sharing assets.
Take the press on a virtual media tour
Most budgets don't allow for frequent wide-reaching media
tours--it's expensive both in travel costs and man-hours.
Imagine the impact of meeting with 40 top national media
contacts within one workweek. No plane fare, no hotel stays, but
the importance of the one-on-one meeting presentation is
accomplished. Be creative about it, and have a little fun.
When booking your hourly press appointments, have food or
beverages delivered to your journalist's office just like you would
if you were together in the same room. All your journalist needs is
a computer and a phone. And on your side, have an appropriate
representative--a product manager, product development person or
even the CEO--available for quotes to add depth and deliverables to
the presentation.
Consider Web-cam capabilities so the journalist can see everyone
live from your end. Have the pressroom section of your Web site
accessible only with a password so a feeling of exclusivity still
exists; also, embargoed and downloadable assets can be safely
shared.
Walk them through video, Flash and other elements just like you
would if you were together for a presentation. Most important,
include these details in your PR plan/marketing materials. Perhaps
even include a cost-benefit analysis to show the difference between
conducting a media tour of this magnitude the "old-fashioned way"
vs. the virtual way.
Be your company's own key journalist
Don't simply hand over the elements to the Web site team; manage
the process. The bottom line is that the Internet is a destination
for all of the audiences PR needs to reach.
PR's role in the Web site also can serve to vault over the
journalist by placing its words in the consumer's lap firsthand. It
gives PR the power to manipulate images, and not just pitch and
place the story but, like advertising, to deliver the entire story
as PR sees fit. And unlike advertising, PR won't have one page or a
60-second limit on what can be done. The best part: You don't have
to pay for the exposure.
Accompany press releases with Flash or video elements
You can affordably turn every announcement into an impressive
virtual press conference. Do you have video? Is there a TV
commercial you can get from the marketing department?
Find out what approved images and video are available from
product marketing. Work with the Web-site team to help ensure the
front page of the site features the product announcement and
showcases images, video and Flash whenever possible.
Include video clips and links to the announcement page when
sending out the press release. Make sure the video and images are
easy to download.
Make sure the powers-that-be understand what PR can
accomplish if given the authority
Make sure your client or company fully understands the theory
behind your requests to step up PR's roll in its Web presence.
Although the Internet isn't new, getting an entire company on board
with using its full benefits can be like blazing new trails.
Explain that what you can do on the Web is similar to why people
today spend more time watching TV and movies than they do reading
books--it's easier to sit back and absorb the information than it
is to take the time to read it.
By using the Internet's visceral video and Flash capabilities,
you can create and deliver an approved audio-visual package that
will form the target audience's first impression, much like a TV
commercial. And make sure your managers understand that, with a
cost savings, PR will be able to produce better results right down
to that bottom dollar.
Next week in PR News: In-depth coverage of how
to communicate your message online.
Contact: Helene Sheeler-Johnson is the VP/executive
producer of Mercury Multimedia Inc., a San Francisco-based
strategic video and multimedia production company. Sheeler-Johnson,
who heads the company's Phoenix office, can be reached at
623.561.8285; [email protected]