During the go-go days of the late-1990s companies threw coin at the Internet to build Web sites that looked pretty and a had a lot of bells and whistles, never mind aligning
the Web with real business needs like enhancing communications with various stakeholders and generating sales. When the bloom fell off the Web rose in 2000, companies felt burned
and dialed back their Web investments considerably. Now, however, many companies face a crossroads with the Web.
"Halftime is over and companies need to reevaluate what their Web communications are going to look like," says Jason Teitler, executive VP and global interactive practice
leader at Porter Novelli, whose clients include H-P and Wyeth. "Before, it was more macro, now companies are reassessing the Web through research and focus groups to find out what
people really want...People need to focus less on frills and more on the dialogue."
What consumers/the media want is to gravitate toward Web sites that help them out. Arguably the easiest way for companies to more effectively communicate via the Internet is to
make sure their Web sites individually cater to the various audiences accessing the site. Teitler says both Microsoft Corp and Intel Corp. break their news sites into sectionals,
with one for the media, one for investors and one for consumers. "Companies need to dialogue with each of their end users," Teitler says. "Some organizations are still not doing
that and that's the biggest flaw...In order to develop relationships [with each audience] you have to develop a rapport with them."
Corporations can also improve communications online by enhancing their search engines. As online costs continue to come down, corporations -- depending on the space, as well
as the commitment from the C-suite -- will have more options on the Web. E-newsletters, for instance, are a slam-dunk for hardcore audiences, but don't have much success
corralling new customers.
Shane Larabee, president and founder of Larabee IBC, which was launched in March 2003 to help small and mid-size businesses develop Web strategies, says part of the problem is
a fear of technology among some senior PR execs, who for the better part of their careers didn't have to deal with modems and double-clicks. "It's not about computer stuff," he
says. "It's communications using the computer; it's the buttons that scare people."
Despite the challenges online, there are many ways communication execs can exploit the Web. Joe Ramirez, VP of Jampole Communications, Inc., constantly monitors the Web for
content about his clients. One client recently faced a Chapter 11 bankruptcy proceeding and a major news network -- with broadcast and online outlets -- had a significant error
in its report on the bankruptcy filing. Ramirez contacted the news organization and within a half hour the story had been corrected. Pre-Web, "it would have taken a week or so" to
get the story remedied, he says.
In Ramirez' case, the Web helped to protect the company's message, which is one of the top concerns among PR executives responding to a recent Worldcom survey on Interactive
PR (See "Untangling the Web").
Another tool: using the Web internally i.e. with robust intranets that can cut down on multiple costs. "Whether it's a PowerPoint, a video or the latest press release it's good
to have everything in one place rather than having Jane in the Asian office call John in the American office to ask, 'Where's that release we need today?'" says Scott Testa, COO
of Mindbridge Software Inc., an Intranet software company whose clients include CBS, ADP and the March of Dimes. And, you don't have to be a Microsoft baby to make it happen.
"Adding a press release or videotape doesn't require it be done by IT," Testa says. "But, ultimately, there has to be some buy-in [from management] to align such a site with
existing systems."
For external purposes however, companies have to be bolder online. "People behind Web sites haven't grasped the concept needed to target different audiences," says Larry
Thomas, senior VP of MultiVu, a PR Newswire company. "Content serves different purposes for different audiences, but corporations need to present their side of the story with as
much information as possible."
Untangling the Web
Worldcom, a consortium of national and international PR firms, recently polled its members on Interactive PR. Fifteen members responded to the Web PR survey, which is about 18%
of the Worldcom PR Group. Below are the results.
- 81% believe Web PR plays an integral role in daily PR interactions
- 81% believe Web PR's biggest advantage is speed and immediacy of a message
- 36% believe Web PR's biggest weakness is the inability to control a message
- 72% believe Internet research is one way PR firms are utilizing Internet resources
- 100% believe Web PR's role will increase in the future
Contacts: Shane Larrabee, 703.998.5849, [email protected]; Joe Ramirez, 412.471.2463, [email protected]; Jason Teitler, 212.601.8307, [email protected]; Scott Testa,
610. 666.5262, X 825, [email protected]; Larry Thomas, 212.596.1513, [email protected]