Mark Shapiro

Many businesses budget tens of thousands of dollars a month, or more, for public relations programs but ignore the most effective PR resource in a company's arsenal: its own web site. You have well designed web pages for your customers - you need well-designed web pages for the press as well. Your online pressroom markets your company to the media 24/7. Think about how powerful it is when an editor spotlights your company as the leader in your space or as the source of information regarding a particular technology, product, or industry initiative. But an essential part of getting that kind of coverage requires having a user-friendly press page. What happens when a writer or an editor comes to your site; can she quickly and easily find what she is searching for, or does she move on to one of your competitors to get the needed information?