GlobalBX

We started enjoying the benefits of the Internet before it was the Internet. More than 20 years ago – when the National Science Foundation awarded the first four contracts to connect engineers and scientists around the country into an on-line community – we started to work with the fledgling CERFnet that was awarded the contract to establish the Western leg of the NSFnet.

Up until the any-to-any communications network went commercial it was almost a badge of courage and honor to struggle with the unfriendly network of networks. But you did because it was an amazing means of communications.

With the initiation of newer and more user-friendly interfaces as well as the introduction of the Web communications got even better. Sending emails back and forth became faster and more reliable than sending letters through the USPS. It was even easier than using the telephone and playing phone tag for hours and days on end. Very quickly it became possible for you to tap into sites around the globe and research almost anything, anywhere, anytime.

While we resist surfing the Web unless we have to, our daughter’s six-year-old has no problem cruising from site to site gathering information on our solar system and space travel.

The Data Rich Web

But recently we did have to conduct some on-line research for a client. As we came into the office on a Saturday when it was quiet so we could gather the information. We ultimately searched through more that 50 on-line press rooms we found news releases, white papers, literature, financial statements, product reviews and more.

The Web delivered up a veritable gold mine of information.

Almost everything you would want to know…except!

At the first three sites we researched we couldn’t find an editorial contact. Tech support? Sure. Sales? No problem? Webmaster? All the time. But no fast, easy way for a member of the media to contact someone who would give them additional editorial information.

At ten sites we did locate the editorial contact information. We had to search for it but we found it. Sometimes it was hidden in the corporate information or financial report areas. At other times it was buried at the end of a stream of 10 or more releases.

Obviously these were mere flukes but our paranoid search for PR contacts was getting in the way of our client’s project so we returned to our original research project. But the “problem” bothered us so we returned to our office system on Sunday rather than do the yard work the wife wanted completed or watch the football game as we wanted to do.

Bent on proving the previous day’s findings were mere aberrations, we again went on line and used Google to find sites in five different product categories – video production, storage, streaming video, network management and network security. We randomly chose web sites of large and small firms located in both the U.S. and abroad – 10 in each category.

The results?
• Seven sites had no PR contact information…anywhere
• Five sites had PR contact information posted in the corporate information area, not in the press room
• Eight sites contained IR contact information which we guess could be used in a pinch
• Five sites required media people to register before they could access the press room area
• Eight sites instructed members of the press who had questions to fill in the name, publication and email blanks and send their queries to the company. Then someone would get back to them probably only with an email.
• Seven sites listed a general public relations email contact address
• Twenty sites listed the PR contact information on the first page of the pressroom with a specific person’s name. Sometimes only an email address was listed and at other times they included email and phone contact information.

The findings were depressing. Nearly 2/3 of the companies only wanted one-way communications with members of the media…outbound.

At Monday’s staff meeting we shared our findings with the rest of our team and asked that on their email signature blocks they make certain they list their office and cell phone numbers as well as their email addresses. Then they should visit their respective client web sites and make certain that the editorial contact information – internal and external – was clearly shown on the first page of the pressroom as well as in other appropriate areas.

If it wasn’t we asked them to sit down with their clients and go to the Web site as a reporter, editor or producer on deadline might to find the contact information. We wanted our people to show the client how easy – or difficult – it was to find someone to talk with at the company or the agency.

All of the client sites had at least one or more names listed and an email address. A few even included addresses and phone numbers. On most of the sites you could locate the PR contact in a few seconds. A few – fortunately very few – had no contact information or it was buried deep in the site.

The exercise proved the point.

Almost immediately changes were made on the web sites so that complete press contact information was easily located. The client and we wanted to be contacted when a member of the press had a question, wanted more information or was interested in obtaining product for review or to get a quote from management. Neither of us wanted to miss an opportunity or worse yet have the editor or reporter go to one of our competitors because the PR contact was easier to locate.

Almost immediately we noticed an increase in the number of emails and phone calls we were receiving from members of the media. It wasn’t an overwhelming increase but it was noticeable. What was more remarkable was how many members of the press and research analysts commented on the fact that the contact information was easy to find and easy to use.

Of course others on the Internet found the contact information as well. The number of customers who wanted to “talk” with a real person when they had an installation or application question or problem also increased. But that was okay because if it was a product problem or issue we were able to direct the inquiry to senior people in marketing and customer support so they could get answers before little items got blown all out of proportion.

And the point is?

If this question even crossed your mind, you’ve got a problem.

Our job isn’t to simply send out news releases and expect members of the media to use them. In fact the release should be just the beginning of the conversation, assuming it is well written, news worthy and sent to the right person.

That’s the beginning of the PR process, not the end product.

More importantly, because of the 24×7 availability of the Internet and Web more and more members of the research and media communities are using these tools to flush out their reports, news items and articles.

It is rare that all of the information is included on the Web site and even if it is they usually want to talk to an authority in the company to obtain more information. If they can’t easily find the PR contact information they will simply click through to the next source – your competition and another opportunity slipped through your fingers.

So the golden rule is that if you want the press to call, make it easy for them to call.

And don’t complain later when your company, your management and your products aren’t getting the full coverage they need and deserve.