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Make The Most Out Of Your Company's Web Site
By Jerry Goldstein, vice president of WMA
Every sales team dreams of having an article in Fortune or Wall Street Journal that attracts prospects. After all, nothing boosts credibility like positive news coverage seen by thousands of industry executives, consultants and news correspondents. However, the 2007 Journalist Survey on Media Relations Practices, conducted by Bulldog Reporter/TEK This is important considering 73 percent of the journalists that responded to the survey indicated that they visit corporate Web sites and online newsrooms every week as a primary source of information. Figures below that were highlighted in the survey reveal a number of difficulties common among journalists who visit such Web sites.
-More than 43 percent agreed that it is difficult to "find organizations' online newsrooms."
-More than 53 percent agreed that it is often difficult to "find organizations' media contacts."
-More than 56 percent agreed that it is often difficult to "find press materials that specifically address my interests."
An effective public relations campaign can raise an organization's credibility with media coverage that perpetuates itself by attracting visitors, including prospects and other correspondents, to your Web site. However, a poorly designed Web site that lacks adequate content can ruin an organization's value to a reporter - or a prospect - in just one visit.
Web sites should engage visitors by providing additional information in the form of whitepapers, videos from the CEO, information that tells the company story, and multi-media product and service demos that articulate the organization's value proposition quickly and succinctly.
When a company's Web site "wows" visitors with interactive, professional content, its value and credibility increases to prospects who are looking for a vendor, and journalists who are writing a story or company profile that is invaluable to a sales team. What do editors and prospects see when they visit your Web site? If you are interested in learning more about how to optimize your company's Web site in a way that truly reflects its value and credibility to visitors, or if you have any questions, please feel free to contact me directly. Regards, |
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ally, we have seen articles
and research about the media's use of company Web sites for background research
prior to interviews.
group International, Inc., suggests that the chances of receiving such publicity is lessened when an organization's Web site is poorly designed and does little to explain its function and value.